Apple unveils iPhone 17 lineup at Awe-Dropping event

Apple introduces four iPhones including the first iPhone Air along with watches and AirPods Pro as it looks to reset after AI missteps and tariff challenges.

Apple unveils iPhone 17 lineup amid AI missteps and tariff pressures

Apple is set to reveal four iPhones at its Awe-Dropping event in California, including the first iPhone Air which is expected to be thinner and lighter. The company will also introduce new Apple Watches and updated AirPods Pro, with the event streamed globally and likely lasting about 90 minutes. A software update push, including iOS 26, is expected to be announced for release soon after the show.

Industry observers note a growing fatigue with yearly iPhone design changes, making the Air an important test of whether Apple can revive excitement. The hardware focus will be paired with updates to the operating system and services, while rumors of a foldable iPhone next year keep the horizon open for bigger shifts. The outcome will depend on pricing, availability, and how convincingly Apple links hardware updates to real software improvements after last year's AI missteps.

The iPhone cycle has cooled the public imagination. Apple bets on novelty through a thinner Air and a bold redesign to signal a new direction. If this move lands, the company could regain momentum by giving customers something visually new while staying familiar.

The real test is price and software. Apple must deliver on AI promises with tangible benefits while keeping devices affordable. A foldable model next year would redefine the map for rivals and investors, but it also raises questions about reliability and support across a broader product family.

Highlights

What Apple does next will show if design shocks can translate into real momentum