Apple will unveil its iPhone 17 lineup on Tuesday, with enhanced artificial intelligence features expected to dominate the launch event.
The tech giant has kept details under wraps for the gathering, branded “Awe Dropping” in invitations, which coincides with Apple’s annual release cycle for new iPhones. These launches remain central to its revenue stream, but the company faces mounting scrutiny over its slower pace in the generative AI race.
“Apple’s perception as being late to the AI party presents a significant challenge,” market tracker Canalys said in a note. It observed that Android rivals have “aggressively advanced AI integration,” while Apple’s limited first-party features have left adoption gaps and delayed purchases.
Apple debuted its “Apple Intelligence” suite last year, but critics considered the improvements underwhelming — particularly Siri’s long-anticipated upgrade, which remained basic. Reports suggest Apple could integrate AI into online search next year and roll out a major Siri overhaul, potentially in partnership with Google, although the company has not confirmed this.
Analysts believe the new iPhone 17 models, led by an ultra-thin “Air” variant, will headline Tuesday’s event. Apple is now positioning thinness, rather than screen size, as the premium differentiator. A slimmer build could also pave the way for foldable iPhones in future, though it raises engineering costs and reduces battery space.
Prices in the United States are expected to rise, driven by higher production costs linked to tariffs imposed under President Donald Trump. Apple’s reliance on China for manufacturing has heightened the financial impact of US-China trade tensions. CEO Tim Cook revealed tariffs cost the company $800 million last quarter, with a $1.1 billion hit projected in the current quarter.