At Apple’s annual fall event, CEO Tim Cook declared that the company was once again raising the bar for the entire gadget industry with the debut of the iPhone Air. Touting the device’s 5.6mm thin profile and “spacecraft titanium” construction, Cook framed the launch as a landmark moment in the iPhone’s history, setting a “new standard” for smartphone design and engineering.
The event narrative was built around the core idea of design excellence. Cook reminded the audience of the original iPhone’s industry-shaking debut in 2007, positioning the iPhone Air as its spiritual successor in terms of impact. The phone’s large 6.5-inch display and lightweight feel are central to this new vision, promising a premium user experience without any compromise on performance or durability.
Beyond the headlining iPhone Air, the entire iPhone 17 lineup received significant attention. Upgrades focused on core user needs: more powerful cameras with a new dual-filming capability, faster processing chips for smoother performance, and extended battery life to last through the day. The phones will also come with more generous storage options.
The “new standard” extends to Apple’s accessories as well. The AirPods Pro 3 were unveiled with a live translation feature, a major software enhancement for the popular earbuds. The Apple Watch Series 11 also breaks new ground with health features designed to detect signs of hypertension, further cementing Apple’s commitment to user well-being. The iPhone Air starts at $999 and will be in stores on September 19.