Apple is preparing to launch its latest iPhone lineup, the iPhone 17 series with advanced artificial intelligence (AI) features expected to dominate the event.
The highly anticipated unveiling comes at Apple’s “Awe Dropping” showcase, which marks the company’s traditional September release window.
The tech giant is under growing pressure to prove it can compete in the AI race after being criticized for lagging behind rivals.
Market tracker Canalys noted that while Android competitors have pushed aggressive AI integration, Apple’s rollout of “Apple Intelligence” has been slow, leading some consumers to delay upgrading.
Apple first introduced its AI tools in 2024, but many users were left disappointed. Siri, the company’s voice assistant, remained basic despite years of promises about smarter capabilities.
Analysts believe the iPhone 17 will serve as a crucial test of whether Apple can reposition itself as a leader in AI-driven devices.
Beyond AI, Apple is expected to introduce an ultra-thin iPhone 17 Air, which analysts describe as a shift in design strategy.
Instead of emphasizing larger screens, Apple is betting on thinness as the new marker of premium design. Experts suggest that this design could pave the way for a foldable iPhone in the future.
However, thinner models present challenges, such as reduced battery space and higher production costs.
Pricing has also become a key issue. With President Donald Trump’s tariffs directly impacting goods assembled in China, Apple has already absorbed an $800 million cost last quarter, with a projected $1.1 billion hit this quarter.
Analysts warn that US customers will likely face price increases, even as Apple works to keep devices competitively priced in overseas markets.
Forrester analyst Thomas Husson noted that Apple’s strategy remains cautious. “I am afraid that Apple’s incremental innovation approach with the iPhone 17 will start reaching its limits especially for those who are hungry for more innovation,” he said.
Still, expectations remain high. Apple is rumored to be working on a partnership with Google to integrate AI-driven search and plans a major Siri overhaul in 2026.
If confirmed, such a move could signal a deeper shift in how Apple positions its ecosystem.
As anticipation builds, all eyes are on CEO Tim Cook and his team to deliver a product that not only captures attention but also restores Apple’s innovative edge.
The iPhone 17 is expected to set the tone for the company’s next decade of smartphone evolution.