Apple debuted its thinnest iPhone design yet, but failed to deliver on artificial intelligence (AI) advancements investors were seeking at its ‘awe-dropping’ event.
Alongside the new iPhone 17, which is set to come with much greater battery function, Apple also unveiled the iPhone Air.
Apple CEO Tim Cook called the iPhone Air the “biggest leap ever” for the iPhone as it sports a width of 5.6mm.
The thinner iPhone is made of “spacecraft titanium”, has a 6.5-inch display and comes in a variety of colours that the company said “evokes lightness”.
The iPhone Air will have a US$999 price tag, with pre-orders starting Friday and general availability on 19 September.
Apple’s new AirPods Pro 3 will also be released on 19 September with a US$249 price tag, with an update to bring it in line with Google’s Pixel Buds.
The new Apple Watch Series 11 was also announced with updated versions of the Apple Watch Ultra and Apple Watch SE.
Despite this, the company glossed over what many investors wanted to hear about: Apple Intelligence, which was introduced at its annual WWDC developers conference last year.
This places them behind competitors like Google, Samsung and Microsoft who have been quick to integrate AI into their products.
This comes as Apple continues to refine its AI and as iOS 26 is set to roll out early next week.
A 2025 CNET survey also found that only 11% of smartphone users in the U.S. upgrade solely for AI.
