Apple introduced its latest lineup of devices, headlined by the ultra-slim iPhone Air featuring a high-density battery and the new A19 Pro chip, while keeping prices steady despite U.S. tariffs—signaling a strategic move to absorb costs and stay competitive without burdening consumers, alongside updates to the iPhone 17 series, AirPods Pro 3, and Apple Watch.
00:00Apple introduced an upgraded line of new iPhones, including a slimmer iPhone Air and helped price a study amid U.S. President Donald Trump's tarifs that have hurt the company's profit.
00:10The iPhone Air comes with a high-density battery and a brand-new processor and will be priced starting at $999.
00:20Wall Street have been watching to see whether the company would increase the price of iPhones or seek alternative routes to make up for tarif costs,
00:27such as increasing the cost of iPhone versions with more storage.
00:32The model was to start off the company's annual product launch event, where Apple called it the most durable iPhone yet.
00:37It will use the A19 Pro, a processor chip that it said it had quick for better energy efficiency and performance to match the device's thinner battery.
00:46Rivals, including Samsung, already sell phones marketed for their extremely thin profile.
00:51The iPhone's Air's price is slotted in between the company's other models, as analysts had predicted.
00:56Apple also launched the iPhone 17 and iPhone 17 Pro, the latest upgrade to its flagship smartphone,
01:03as well as a new version of its AirPods Pro, wireless headphones and a blood pressure monitor in its latest Apple Watch.
01:09A 256GB version of the iPhone 17-based model will start at $799.
01:16The iPhone 17 Pro will start at $1,099 for a 256GB model.
01:22Apple did not raise the price on watch models or the new AirPods Pro 3 either.
01:26The prices were at an indication that Apple was ready to swallow the cost of tariffs to ward off competition.
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