Apple Unveils the iPhone 17 Lineup

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Watch Apple Unveils the iPhone 17 Lineup - Bloomberg on Dailymotion

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00:00We have breaking news from Cupertino. As we promised, we want to get back out there.

00:04The new iPhone has just dropped. iPhone 17, and Ed Ludlow, the co-host of Bloomberg Tech,

00:09is in Cupertino with the latest. Is this what we expected, Ed?

00:14Yeah, so far we just have the base model iPhone 17, but Tim Cook at the start of his remark said

00:19that we will get four variants of that iPhone 17. As a reminder, we expect them to be the base

00:25model that they're currently explaining right now, through to a Pro and Pro Max at the higher end,

00:31better performance processor that's developed in-house by Apple, stronger cameras, and somewhere

00:36in the middle, the big thing today, iPhone 17 Air, a ultra-thin variant of the iPhone 17 generation.

00:45You guys know, you may well be users, that they have a MacBook Air, they have an iPad Air,

00:50but in terms of a category that's more than half of their sales, a thin variant of an iPhone

00:57represents a push forward in the category, something that Apple hasn't done on the hardware

01:03innovation side for some time. It's playing out before my eyes in the presentation. I don't have

01:08any more details than that, other than the base variant has Apple's A19 in-house processor.

01:13What kind of processors will we get in those more expensive models?

01:16Ed, if I remember correctly from the last time I went MacBook shopping, which I admit

01:21is a while, mine has stuck around with me, the Air is far more expensive, especially when it comes

01:27to the iPhone. We're already looking for tariff increases baked into the price. Is this another

01:32cost increase on top of that tariff bump?

01:38Yeah, I mean, that's going to be the main headline and, you know, always a risk. But if I were a betting

01:43man and we get a price that is slightly elevated, that our colleagues in the newsroom will put a red

01:48headline on the terminal, because it's an important consideration at this point. The technology

01:53development arc is really interesting. When I was at university, I won't say when, but MacBook was out

02:00then. In 2008, the MacBook Air came out. It was so expensive relative to the rest of the range. It also

02:06had some diminished features, taking into account how thin it was. But with time, Apple was able to make it a better

02:12value for money proposition. And if you read Bloomberg, Mark Gurman's reporting, that's what

02:16we expect with the Air, in this case with the iPhone. It will be expensive at first, priced between

02:22the base model and the Pro Max variants, but it will have diminished camera, diminished battery life,

02:29diminished processing power to account for the limited space. And they'll innovate on top of that

02:33in the months and years to come. I keep staring down at my Bloomberg terminal and the live feed and my

02:38social media feeds to try and give you some more information. But I'll be honest, they're just

02:42filling a bit right now and I'm waiting.

02:45That's pretty good. I don't know how you do all of this. By the way, they didn't even have the

02:48internet when I started in college. So I'll just leave that where it is. The 17, we just got a couple

02:54of details here, Ed. The entry model, Lavender Sage, mist blue, black and white, 6.3 inch screen. That is

03:01slightly larger than before. And Apple ProMotion with 120 hertz refresh rate. Will people notice a difference

03:07when they look at the screen? Oh, sure. Yeah. So the idea is that when you are, you know, I'm holding

03:12up a prior generation iPhone for illustrative purposes, but you, when you have a dynamic piece

03:18of content on your phone, you might be scrolling a website that has both text and video. What

03:22they're talking about is the phone's ability to adjust the frequency that the screen's displaying.

03:27It just makes it a better experience. When you're not doing anything, it powers down. That adds to power

03:31efficiency. By the way, the colors are important. We haven't spoken much about China, but remember,

03:36China is a big market for Apple and there are colors which historically do better there.

03:42Red is one, for example. It is a lucky color in China. In the base variant, at least, I saw some

03:47pastel, beautiful looking colors, sure. But there's nothing red there. It's an observation that I'm

03:54making to try and fill some time until I get some more details. The 17 has an A19 chip, though,

04:00that is also faster, more efficient, that speaks to the power saving and the consumer experience

04:06on your end, Ed. Yep. Yep. Yeah. The work that Apple does in-house on its processors is critically

04:13important. A19 represents to the consumer a powerful processor that speaks to the capabilities

04:18of the base model phone. Extrapolate forward. Again, at this stage, because the presentation's

04:24underway, this is based on Bloomberg's reporting and Mark Gurman's reporting. But we care about the

04:29processor inside of the Air ultra-thin variant in particular. Also, the modem. So, historically,

04:35Apple has relied on Qualcomm for the modem chip that goes into its smartphones. In other words,

04:40the connectivity to the cellular network, Bluetooth, Wi-Fi, and other cases. Apple's doing more of that

04:46in-house. But our reporting suggests that its own work has yielded a chip that's not as efficient as

04:52Qualcomm's. So, they're trying to move away from a traditional supplier there. That might come out.

04:56It's something to watch for in the next 30 to 45 minutes.

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