Apple Set to Unveil iPhone 17 Air on September 9 Amid Price Hike Concerns
Apple is preparing to launch its next-generation smartphone, the iPhone 17, at its annual fall event scheduled for September 9, 2025. The spotlight will be on the all-new iPhone 17 Air, a slimmer version of the company’s flagship device, which is expected to bring the most noticeable design change in recent years.
According to Bloomberg’s Mark Gurman, the iPhone 17 Air will be about two millimeters thinner than current models, giving it a lighter feel for long-time users. However, the slimmer frame comes with trade-offs. Unlike the iPhone 17 Pro and iPhone 17 Pro Max, which feature multiple camera lenses, the Air model may ship with just a single rear camera. Analysts suggest this could limit its appeal to users who prioritize advanced photography.
The reduced thickness could also impact battery size, potentially shortening runtime unless Apple compensates with software optimizations in iOS 26.
Pricing remains another challenge. IReports suggest Apple plans to raise prices across its lineup by $50–$100. If accurate, the iPhone 17 Air—expected to replace the $899 iPhone Plus—will cost between $949 and $999. The iPhone 17 Pro may start at $1,049, while the iPhone 17 Pro Max could reach $1,249.
Despite these hurdles, analysts remain cautiously optimistic. Gene Munster of Deepwater Asset Management noted that around 80% of iPhone sales come from users upgrading older devices, with the average replacement cycle at four years. This means many consumers will be comparing the new iPhone to models such as the iPhone 13, making even modest improvements feel significant.
Still, some market experts, including Wamsi Mohan from BofA Global Research, warn that the new iPhone release may not generate the same surge in demand typically associated with Apple’s redesigns.
Apple has not yet confirmed official pricing or specifications, but all details are expected at its September 9 event.
The Apple iPhone 17 Air promises a sleeker design but faces questions about battery life, camera performance, and higher prices. With millions of loyal users due for an upgrade, the coming weeks will reveal whether the latest Apple iPhone can maintain its dominance in the global smartphone market.