Apple Unveils iPhone 17 Series and Keeps Prices Steady Despite Tariff Pressure

Apple Inc. revealed its latest iPhone lineup at the Steve Jobs Theater in Cupertino, California, on Tuesday, keeping starting prices unchanged despite looming U.S. tariff concerns under President Donald Trump.

The highlight of the launch was the introduction of the iPhone 17 series, powered by the all-new A19 Bionic chip, designed to deliver stronger artificial intelligence (AI) capabilities. The company also unveiled the iPhone Air, a slimmer model equipped with a high-density battery and advanced processor, starting at $999.

Key Announcements from Apple Event 2025

iPhone 17 Series: Debuts with A19 chip to power next-generation AI features.
iPhone Air: Slimmer design, high-density battery, priced at $999.
AirPods Pro 3: Introduced with live translation capability, enhancing real-time communication.
Apple Watch: New model includes an integrated blood pressure monitor, strengthening Apple’s health tech ecosystem.

Apple’s Pricing Strategy Amid Tariffs

Wall Street had been closely monitoring whether Apple would hike iPhone prices to offset additional costs from U.S. tariffs on Chinese imports. Instead, the company opted to keep the base price unchanged, signaling confidence in sustaining sales momentum while potentially adjusting margins on higher-storage models.

This decision comes at a time when Apple’s profitability faces pressure from increased production costs. Analysts suggest the strategy may help the company retain its loyal customer base while balancing geopolitical challenges.

Why This Launch Matters

The 2025 Apple Event marks a significant step in Apple’s roadmap as it leans further into AI, health technology, and cross-device integration. By holding prices steady while delivering cutting-edge innovations, Apple positions itself to stay competitive in an increasingly challenging global market.

With the iPhone 17 series, AirPods Pro 3, and next-gen Apple Watch, the tech giant continues to build an ecosystem focused on performance, connectivity, and health-driven features—all while navigating external tariff pressures.