Apple Bets Big on the Ultra Thin iPhone 17 Air

Apple's High-Stakes iPhone 17 Launch

On September 9, Apple pulled back the curtain on its highly anticipated iPhone 17 lineup, but this year's launch event carried more weight than usual. The Silicon Valley giant is navigating a complex landscape, facing mounting pressure from the White House to shift manufacturing away from China, while investors are keenly watching to see if the company can truly compete in the explosive generative AI race. Compounding these issues are the financial headwinds from US tariff policies, which have seen Apple's stock dip over 3 percent since January.

Against this challenging backdrop, Apple is placing a significant bet on its new devices, hoping to ignite a 'super-cycle' of upgrades and convince customers to finally trade in their older models.

Introducing the Ultra-Slim iPhone 17 Air

The star of the show was undoubtedly the iPhone 17 Air, which CEO Tim Cook hailed as a “total game changer.” Measuring an astonishing 5.6mm thick, it is the thinnest smartphone Apple has ever produced. The device, starting at US$999, is powered by the new A19 Pro processor—the most powerful iPhone chip to date—and boasts an all-day battery life with an impressive 40 hours of video playback. The Air now sits alongside the standard iPhone 17 and the premium iPhone 17 Pro in the main lineup.

For customers in Singapore, pre-orders for the new lineup begin at 8pm on September 12, with devices available for purchase starting September 19. Local pricing for the iPhone 17 Air starts at $1,599 and goes up to $2,199, while the standard iPhone 17 is priced at $1,299 for 256GB and $1,599 for 512GB.

The AI Question: Is Apple Keeping Pace?

While all the new iPhones incorporate generative AI technology, Apple made no groundbreaking announcements regarding its AI capabilities. Updates were limited to existing features within its “Apple Intelligence” suite, which has struggled to gain significant traction since its late 2024 launch. Users have expressed particular disappointment with the digital assistant Siri, which remains surprisingly basic despite years of promised enhancements.

Whispers in the industry suggest Apple is planning a major Siri overhaul and an integration of AI into its online search by 2026, potentially through a partnership with Google, though Apple has yet to confirm these reports.

Navigating Tariffs and Market Pressures

Industry analysts view the iPhone 17 Air as a strategic pivot. Apple appears to be positioning ultra-thin design, rather than ever-larger screens, as its new premium selling point. This super-slim profile could also be a stepping stone toward the long-rumored foldable iPhone, which could arrive as early as 2026.

Despite the engineering challenges and higher production costs associated with such a thin device, Apple has kept its US prices unchanged from 2024's models. This move is likely to squeeze profit margins, especially as tariffs continue to impact the bottom line. Tim Cook revealed that tariffs cost the company US$800 million last quarter, with that figure expected to rise to US$1.1 billion. Reflecting these concerns, Apple shares fell 1.35 percent shortly after the pricing details were announced.

More Than Just iPhones: New AirPods and Apple Watch

Apple also used the event to launch other key products. The new AirPods Pro 3 arrive with enhanced noise cancellation and real-time translation capabilities. Additionally, the Apple Watch Series 11 was introduced, featuring 5G connectivity, extended battery life, and advanced heart health monitoring features that are currently pending regulatory approval.