Apple introduced its iPhone 17 series on Tuesday, featuring enhanced battery life and improved camera capabilities. The lineup includes four models: the iPhone 17, iPhone 17 Air, iPhone 17 Pro, and iPhone 17 Pro Max. The iPhone 17 is priced at $799, while the iPhone 17 Air starts at $999. The iPhone 17 Pro is available for $1,099. Pre-orders for the new models begin immediately, with availability in stores set for September 19.

The iPhone 17 series showcases a dual-lens camera system, which includes a new ultra-wide 48-megapixel camera. Additionally, the front camera has been upgraded to allow users to take landscape selfies without rotating the device. Each model comes with 256 gigabytes of storage and features a new generation of Apple silicon chips, the A19 and A19 Pro, which enhance processing power.

Apple has also made design improvements, narrowing the display borders to increase screen size. The iPhone 17 Pro Max is noted for having the longest battery life of any iPhone to date. The launch event, branded as “awe dropping,” also highlighted updates to the Apple Watch and AirPods.

In conjunction with the new devices, Apple announced the upcoming release of iOS 26, which will introduce features like real-time language translation in iMessages and image identification. The company is also expanding artificial intelligence capabilities for developers to create AI-driven applications for Apple products.

This product launch comes at a critical time for Apple, as it faces heightened competition from rivals in the AI space. The company is also navigating challenges posed by tariffs imposed by the Trump administration, which are projected to cost Apple over $1 billion this quarter. As of midday Tuesday, Apple’s stock had decreased by 6% this year.

In response to tariffs, Apple CEO Tim Cook has shifted production of most iPhones sold in the U.S. to India. However, tariffs on imports from India have also increased, complicating the situation. Cook has made efforts to maintain a positive relationship with the Trump administration, including pledging a $600 billion investment in the U.S. over four years.

Despite the challenges, analysts speculate that Apple may raise prices on some new models by $50 to $100, marking the first price increase in five years. This potential increase comes as Apple’s stock has shown signs of recovery, aided by a recent court ruling that allows the company to continue receiving $20 billion annually from Google for its search engine services.