Tonight's Apple event features five major highlights, among which the long-rumored ultra-thin model iPhone 17 Air is expected to make its debut, with a body thickness of 5.5 millimeters, setting a record for the thinnest iPhone ever. Analysts generally believe that the launch of the iPhone 17 Air may stimulate users to upgrade their devices. In terms of pricing strategy, Apple may implement a "moderate price increase" for the first time in seven years.
In the context of falling behind Google and Samsung in the artificial intelligence competition, $Apple (AAPL.US)$ an autumn launch event will be held, with the rumored ultra-thin iPhone 17 Air potentially becoming the biggest highlight to encourage users to upgrade.
The launch event will commence at 1:00 AM Beijing time on September 10, with the Chinese theme being: "Ignition Ahead."
It is noteworthy that the iPhone 17 series will be the absolute centerpiece of this event. Among them, the long-rumored ultra-slim model iPhone 17 Air is expected to make its debut, with a 5.5mm slim body that will set the record for the thinnest iPhone in history.
Analysts generally believe that the launch of the iPhone 17 Air may stimulate users to upgrade their devices. Dipanjan Chatterjee, Vice President and Chief Analyst at Forrester, stated, "We haven't seen any substantial updates in iPhone design for a long time; the novelty of the Air may attract many users of the iPhone 14, 15, or even 16 to upgrade."
In terms of pricing strategy, Apple may implement its first "moderate price increase" in seven years. Morgan Stanley predicts that Apple will not directly raise the prices of existing models but will achieve an overall price increase by eliminating the 128GB version of the iPhone 17 Pro and raising the base storage to 256GB.
In the face of pressure from competitors like Google and Samsung in the field of artificial intelligence, Apple remains lagging in the integration of AI features. The Apple Intelligence suite is expected to not launch simultaneously with the new devices in the Chinese market, which may affect its competitiveness in the world's largest smartphone market.
The ultra-thin iPhone 17 Air leads product line innovation.
The iPhone 17 Air will be the highlight of this launch event, with a thickness of only 5.5 millimeters, significantly reduced compared to the iPhone 16's 7.8 millimeters and the iPhone 16 Pro's 8.3 millimeters. This model will feature a 6.6-inch display and weigh approximately 145 grams, nearly equivalent to the iPhone 13 Mini.
However, the ultra-thin design comes with compromises. According to Bloomberg's Mark Gurman, the iPhone 17 Air may only be equipped with a single wide-angle camera, unlike the standard version's dual-camera or the Pro version's triple-camera system. Additionally, to achieve a slim profile, the battery capacity is expected to be 2800 mAh, significantly lower than other models, which may affect its battery life.
Gene Munster, managing partner at Deepwater Asset Management, pointed out that nearly a quarter of Apple's historical sales have come from mid-range priced iPhones. The pricing for the iPhone 17 Air is expected to be in the range of $899 to $949, replacing the underperforming Plus model.
Analysts believe that the iPhone 17 Air may also pave the way for Apple's foldable iPhone expected to launch in 2026. Samsung has adopted a similar strategy, first launching the ultra-thin Galaxy S25 Edge, followed by the Galaxy Z Fold 7, which saw sales increase by 50% compared to its predecessor.
Significant updates across the entire product line.
In addition to the iPhone 17 Air, Apple will also launch the standard iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max. The standard iPhone 17 will feature a larger 6.3-inch screen and will be the first base model to adopt a 120Hz refresh rate.
In terms of processors, the iPhone 17 Air and standard version will be equipped with the new A19 chip, while the Pro series will feature the A19 Pro processor. According to a report by analyst Jeff Pu cited by MacRumors, the iPhone 17 Pro series will receive an upgraded telephoto lens and a redesigned camera module.
The Apple Watch product line will also undergo a comprehensive update, marking the first time in three years that all models are updated simultaneously. The new products include the Apple Watch Series 11, Ultra 3, and SE 3. The Ultra 3 is expected to feature a larger screen, satellite communication capabilities, and faster charging support.
The AirPods Pro 3 may also be unveiled at the launch event, representing the first update to the Pro version in three years. The new headphones are expected to adopt a more compact design and feature a new chip for improved noise cancellation and audio processing capabilities.
Gentle price increase strategy for the first time in seven years.
Morgan Stanley analyst Erik W. Woodring predicts that Apple will implement a clever adjustment to its product line to achieve the first price increase for the iPhone in seven years. The core of this strategy is to avoid directly raising prices of existing configurations, instead achieving an overall price increase through adjustments in storage capacity.
Specifically, the iPhone 17 Pro will eliminate the 128GB entry-level version, raising the starting storage to 256GB, with the starting price increasing from $999 to $1,099. The starting price of the iPhone 17 Air is expected to be $999 (256GB), which is $100 higher than that of the iPhone 16 Plus it replaces.
The starting price of the iPhone 17 standard version is expected to remain unchanged at $799, while the starting price for the Pro Max version will also maintain at $1,199. Analysts believe that this pricing strategy not only enhances overall profit margins but also avoids consumer resentment towards direct price increases.
Apple may also further increase the average selling price by offering larger storage capacity options. The iPhone 17 Air will introduce a 1TB version, priced at $1,399, providing more choices for users seeking high-capacity storage.
Challenges in Catching Up Under AI Competitive Pressure
In the field of artificial intelligence, Apple faces fierce competition from rivals such as Google and Samsung. Google's latest flagship phone is primarily designed to showcase the capabilities of its Gemini AI model, while Apple appears relatively lagging in AI integration.
Apple originally planned to launch improved Siri features last spring, but the release was delayed due to engineering setbacks. Currently, Apple mainly relies on its partnership with OpenAI to support AI functionalities on its devices. According to media reports, Apple is also in early negotiations with Google regarding the use of Gemini AI to enhance Siri.
Ben Bajarin, CEO of Creative Strategies, stated that Apple may focus on showcasing the AI processing capabilities of the next-generation Apple Silicon chip, preparing for the future launch of a "smart agent" version of Siri that can handle tasks in the background.
Bob O'Donnell, president of TECHnalysis Research, warns:
Apple's window to catch up with its AI competitors is narrowing. If Siri continues to perform poorly by this time next year and the foldable iPhone fails to launch, user satisfaction may be difficult to maintain.
The Chinese market faces dual challenges.
Apple may also face unique challenges in the Chinese market. According to Mark Gurman, the Apple Intelligence suite is expected to launch in China without synchronizing with the iPhone 17, with the earliest launch time projected for the end of the year, which will result in the new device lacking key selling points at its initial release.
The iPhone 17 Air may also encounter technical access issues in the Chinese market. Since this model is likely to support only eSIM cards, its release in China may be "restricted or delayed" until Apple and carriers find a solution.
Analysts point out that foldable smartphones are particularly important for Apple to attract Chinese consumers, as they prefer foldable designs, while Apple's market share in this region is declining. Currently, Samsung has released its seventh-generation foldable phone, and Google has launched its third-generation product; however, Chatterjee estimates that foldable phones account for less than 2% of global smartphone sales and will not exceed 5% in the short term.
Nabila Popal, Senior Research Director at IDC, noted that Samsung's own ultra-thin Galaxy S25 Edge did not perform well upon its earlier release this year, adding uncertainty to the market prospects for the iPhone 17 Air.
Want more market analysis?Ask Futubull AI!Precise answers, comprehensive insights, and the ability to seize key opportunities!
Editor/Hong
