Big Tech

iPhone 17: what to expect between technology and tariffs

Apple unveils its latest models: wait for new tech, but also for the possible impact on prices

9 September 2025

Immagini trapelate in rete di come potrebbero essere i nuovi iPhone della famiglia 17

3' min read

The most anticipated day of the year, for Apple fans, has arrived. At 7pm today (Tuesday 9 September) the new iPhone 17 will be unveiled. The event, which we will follow live on these pages, is scheduled to take place at the Steve Jobs Theater in Cupertino. And the title is eloquent: 'awe-dropping'.

But what can we expect? According to rumours, the new iPhone 17 range will include the usual standard, Pro and Pro Max versions, but also a brand new model: the iPhone Air. A smartphone designed to be the lightest in the line-up, it recalls the philosophy of the MacBook Air and marks a significant novelty in the Cupertino company's catalogue, which for years has been in the pursuit of low-risk continuity. As for the first foldable smartphone made in Cupertino, however, there is still some waiting to be done.

The design specifications have been circulating on the net for days now, and it was the usual cover manufacturers who unveiled them. In general, the changes should look at the rear shell, with the camera compartment expected to change shape. The rest will be done by iOS 26, which will be the operating system accompanying this release.

One of the most interesting novelties could be the final farewell to the physical sim (in which case the eSim would be required). A way to make room for a more powerful battery.

Alongside smartphones, Apple is also expected to present the Apple Watch Series 11 and a new version of the AirPods. It is precisely on the earphones that persistent rumours are circulating: they could integrate real-time translation, which would represent a major step forward in this type of technology. There are few rumours, however, about a new Watch Ultra model, although - following Apple's dynamics - there could be an upgrade of this smartwatch as well.

Clearly, however, the context is not without its shadows. Because the release of these iPhones is accompanied by the tariffs wanted by Donald Trump, which risk driving up iPhone prices due to the strong exposure of the Chinese supply chain. Some fear extreme scenarios with smartphones above $2,000, although Tim Cook has tried to prevent the impact by moving part of the production to India and anticipating mass shipments to the US.

Another raw nerve is that of artificial intelligence. A year ago, Apple launched Apple Intelligence, an AI-based feature package that did not fully convince users and analysts. The long-awaited renewal of Siri, promised in 2024, has not yet arrived. Cook has assured progress and guaranteed that a more personalised version of the digital assistant will see the light of day in 2026. In this respect, Bloomberg revealed contacts with Google for an integration of Gemini models, following the partnership with OpenAI for ChatGPT.

On Wall Street, meanwhile, there is the usual anticipation. To date, the market perceives Apple to be lagging behind its Silicon Valley competitors on the AI front, especially Google, which has already included numerous advanced artificial intelligence-based functions in the Pixel. For this reason, the new iPhones seem to be an even more important test case than in previous years.

The feeling is that once again Apple has chosen the path of continuity. Which, after all, has never betrayed it.

Biagio SimonettaRedattore
- @biagiosimonetta
- LinkedIn
Lingue parlate: italiano, inglese
Argomenti: Finanza, Fintech, Silicon Valley, Tecnologia
Scheda autore
Trust project