Here is iPhone Air, the thinnest ever. And the 17 Pro has three 48 MP cameras. AirPods Pro 3 with live translation

The top-of-the-range model is also renewed.

The top of the range for sportsmen takes a quantum leap. The display takes up more space at the edges and becomes larger. And satellite connectivity arrives, the kind that until now was only available on the iPhone. In locations without coverage, you can send an alert message to your contacts or first aid. Upgraded battery life of up to 42 hours. 5G connectivity

There is talk of hypertension. A new function is able to tell if the user suffers from it thanks to sensors. And so comes a notification, as in previous models comes for arrhythmias. Also comes the 'sleep score' that can tell you the quality of sleep. You have to wear it at night, of course, which not everyone finds wonderful.

The new models are introduced by the testimony of people whose lives the Apple watch has saved with its ad hoc functions (Ecg, fall detection, etc.)

AirPods Pro 3 is the first major update to the line in three years. The new model incorporates a heart rate monitor, twice as much active noise cancellation (ANC) as the previous generation with foam ear tips. AirPods Pro 3 have improved sound quality, with a wider sound stage and optimised ANC. With the arrival of iOS 26, other models such as the AirPods 4 and AirPods Pro 2 will benefit from studio sound, improved call quality and new features such as remote control for the camera and automatic pause if you fall asleep.

The most interesting feature is the live translation. If you are wearing earphones, you can hear the live translation of what your interlocutor is saying to you. Conversely, you can speak and iPhone transcribes so that the other person can read. In a demo, two people talk live with translation while each wearing their Airpods Pro 3. It works with Apple Intelligence. Double the noise cancellation of the Pro 2 model, and 4 times that of the first Airpods Pro.

It starts with a quote from Steve Jobs: 'Design is not just what it looks like and feels like. Design is how it works'. Then a video commercial starts and finally Tim Cook arrives. Standing in front of Apple Park. He speaks again about the design concept and then moves on to the AirPods Pro.

Exactly one year ago, before this new era of tariffs, iPhone 16 came out with these prices: basic model from 979 euros up to 1359 euros depending on the giga, basic iPhone 16 Plus from 1,129 euros up to 1,509; basic iPhone 16 Pro from 1,239 euros up to 1,869. iPhone 16 Pro Max basic from 1,489 euros up to 1,989 for the one giga model. We will see in a few minutes how much the prices will go up this year, according to the main rumours.

It is 15 minutes until the start of the live broadcast. A chance to reflect on the impact of the announcements expected so far. According to Dipanjan Chatterjee, a Forrester analyst heard by Reuters, the slimmer design of the new iPhone Air predicted among the rumours (see article below) could incentivise users to buy the new model. Chatterjee explained that after years of minimal changes, the introduction of a different iPhone could prompt many owners of older models (such as the iPhone 14, 15 and even the 16) to upgrade. Here again, price will be a key piece of information.

FILE - La statua della Fearless Girl si trova di fronte alla Borsa di New York nel Financial District di New York martedì 5 novembre 2024. (Foto AP/Peter Morgan, File)

Apple's stock is down slightly by 0.7 per cent about an hour after the unveiling of the new iPhone generation. The stock is trading at $236.13. It hit an all-time high last December at $260. In the past week it has risen to around 240. The trade war, and more specifically the US tariffs on Chinese components, could lead to an increase in the price of the company's flagship product. This figure is one of the most expected by stock market analysts.

Among the rumours is the expectation of a new iPhone line, which should be called 'Air' inspired by the idea of the MacBook Air. That is, a thinner and lighter model. Analysts are carefully awaiting its features, because a model at a more affordable price than the top of the range, and moreover with a new form factor after years, could become attractive for sales. In fact, if we read the Counterpoint data, the iPhone 16 was the best-selling smartphone in the first quarter of 2025 globally. This, the analyst explains, marks the return of the entry-level model of the iPhone series to the top of the charts in a first quarter, something that has not happened for two years. Apple dominates the ranking with five positions, as the entire iPhone 16 series is among the best-selling models followed by iPhone15. Samsung takes second place with four models.

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.

Looking at it today, the most recurring question is this: who knows whether Tim Cook, in the midst of the Covid emergency, would have chosen India as the home of the new iPhones anyway. The answer, clearly, we cannot know. But a possible repentance of Apple's CEO remains among the most credible hypotheses. Because today, on the eve of the iPhone 17 launch (official arrival date, 9 September next), this series of the Made in Cupertino phone seems to have enormous geopolitical value. Full of novelties and unexpected events. Especially because of the bad trade relations between the US and India, with Trump imposing 50% tariffs.

Let's take a step back, because Apple's Indian path was mapped out many years ago, and is part of the 'China-plus' strategy that Apple has been pursuing since 2016, when the ceo, Tim Cook, met with Prime Minister Modi. A strategy that has led to India accounting for up to 14 % of global iPhone production, up to the 16 family models.