Apple has launched the iPhone 17 series of smartphones, introducing an all-new, thinner Air design, along with enhanced device durability and camera technology.
At the launch event, the company showcased these devices, as well as new smartwatches and upgraded high-end headphones.
The iPhone is Apple’s main source of profit. After signs of slowing demand in recent years, Apple hopes to continue attracting consumers to its smartphones. The tech giant continues to face saturation in the phone market, along with intensifying competition in markets such as China.
Apple has kept the starting price of the standard iPhone at $799 (3,362 ringgit) unchanged. Although the Pro version’s price increased by $100 (421 ringgit), its storage capacity has doubled. The Air version is priced at $999 (4,204 ringgit), placing it in the mid-range of the overall price bracket.
Apple stated that this thinner model is equipped with ceramic shields on both sides of the phone, greatly improving device durability. This model has a thickness of 5.6mm, which Apple describes as “exceptionally lightweight.” Earlier this year, Samsung Electronics introduced its own ultra-thin model, the Galaxy S25 Edge, with a thickness of 5.8mm.
The Air name follows Apple’s existing naming scheme for its laptop and iPad product lines. It uses Apple’s self-developed Bluetooth and Wi-Fi chips, and is equipped with a faster Apple in-house modem, which first appeared in the previous generation iPhone 16e.
The new Pro models feature a brand-new aluminum alloy design, and are equipped with a system aimed at reducing heat generation. The company claims that its performance is 40% higher than that of the iPhone 16 Pro. Like the Air, the Pro models are also covered on both sides with ceramic shields.