Apple has introduced the next generation of its flagship devices, unveiling the iPhone 17 series alongside a brand-new model, the iPhone Air, at its annual September event in Cupertino. The launch marks the most significant redesign of the iPhone in years, with the company betting on thinner, lighter devices to attract customers who have been slower to upgrade in recent cycles.

iPhone Air: Apple’s Thinnest Smartphone Yet

CEO Tim Cook described the iPhone Air as “the biggest leap ever for iPhone.” Measuring just 5.6 millimeters thick, it is Apple’s thinnest smartphone to date. Crafted with aerospace-grade titanium and ceramic glass, the device is significantly lighter than previous models while still offering all-day battery life.

The Air features a single rear camera, supports eSIM-only connectivity worldwide, and comes in four finishes: Space Black, Cloud White, Light Gold, and Sky Blue. As part of Apple’s sustainability initiative, the frame uses 80% recycled titanium — the highest percentage ever in an iPhone.

Positioned between the iPhone 17 and the Pro line, the Air starts at $999 and introduces a new premium tier. It is powered by the A19 Pro processor, Apple’s in-house N1 networking chip, and the C1X modem, which Apple claims delivers “MacBook Pro-level computing in an iPhone.”

iPhone 17: Larger Display and AI Enhancements

The standard iPhone 17, priced from $799, debuts a 6.3-inch display with slimmer bezels, ProMotion technology for smoother 120Hz refresh rates, and a dual 48MP camera system. Apple has eliminated the 128GB storage option, making 256GB the entry level.

Available in lavender, mist blue, black, white, and sage, the model runs on the A19 chip built on a 3-nanometer process, enabling more advanced on-device AI functions.

iPhone 17 Pro and Pro Max: First Liquid-Cooled iPhones

At the high end, the iPhone 17 Pro starts at $1,099, while the Pro Max is priced from $1,199 with storage options up to 2TB. Both models feature a unibody aluminum design, a plateau-style camera housing, ceramic shield protection, and vapor-chamber cooling — Apple’s first use of liquid cooling in an iPhone.

They include triple 48MP rear cameras, a wider-angle front camera with AI-driven Center Stage, and the largest batteries ever in an iPhone.

Apple Faces Supply Chain and Tariff Pressures

The product reveal comes at a delicate time for Apple, which has faced supply chain disruptions linked to shifting U.S. tariff policies. Trump-era duties are projected to cost the company $1.1 billion this quarter. While analysts expected Apple to raise prices, the company kept U.S. pricing steady — a move seen as reflecting sensitivity to global economic conditions.

New Apple Watch and AirPods Pro Updates

Beyond smartphones, Apple refreshed its wearables and audio lineup:

• Apple Watch Series 11 ($399) – Thinner, lighter, more durable, with a new 5G-ready modem. It can also alert users to potential hypertension (pending FDA approval).

• Apple Watch SE 3 ($249) – Affordable upgrade.

• Apple Watch Ultra 3 ($799) – Rugged model with satellite connectivity and a brighter display.

• AirPods Pro (3rd Gen, $249) – Stronger noise cancellation, foam tips for better fit, live translation powered by Apple Intelligence, built-in heart rate sensor, and 8-hour battery life with ANC.

Release Date and Availability in Cyprus and Greece

Pre-orders for the iPhone 17 range, iPhone Air, Apple Watch, and AirPods Pro open on September 12 in Greece and Cyprus through Apple’s official reseller network, with general availability starting September 19.