Apple relies on the new iPhone Air to push sales. Tariffs do not raise prices

The novelty of the evening, however much it came out as a rumour, is the iPhone Air. An all-new model - not for a long time - with a very thin profile, just 5.6 millimetres, but at the same time the new A19 Pro processor produced in-house by Apple, the most powerful, inside. A result made possible by removing the Sim space, which compulsorily becomes an eSim. And thanks to the miniaturisation work of Apple Silicon, the family of chips made by the Tim Cook-led company that optimises the battery. Apple claims it is the most durable ever made, thanks to a ceramic shield enclosing a titanium frame on both sides.

The new model serves to push sales of the company's flagship product, the world's best-selling smartphone. The new iPhone17s are also announced, with the Pro models taking a new leap forward on the camera with three 48-megapixel sensors. Prices for the base and Pro models are the same as they were a year ago, while the Air costs more than the 'Plus' model, which it effectively replaces, but is also significantly more advanced. Apple seems to have chosen not to burden the cost of tariffs, which it calculates at $1 billion, on customers by aiming to hold on to them.

Apple Intelligence is mentioned less than it was with the launch of last year's models. It finds its most interesting application in the new AirPods Pro 3, which allow live translation while with an interlocutor who speaks another language. Once worn, the voice translates in real time. While the iPhone transcribes what we say into the other person's language. In the case where we both have AirPods, according to Apple the conversation takes place with simultaneous translation for both of us. For now, this function is not available in Italy, it will arrive by the end of the year, while heart rate detection during workouts and improved noise cancellation, which is twice as effective as the previous model, are.

The new Apple Watch 11 and Ultra insist on health functions with a new sensor that detects 'possible hypertension'.

According to Dipanjan Chatterjee, a Forrester analyst heard by Reuters, the new thinner iPhone Air design could incentivise users to buy the new model. Chatterjee explained that after years of minimal changes, the introduction of an iPhone with the 'Air' form factor could prompt many owners of older models (such as the iPhone 14, 15 and even the 16) to upgrade. The novelty of the design, in essence, would be the main driver for this wave of upgrades.