Apple’s iPhone 17 Faces Excitement—and Challenges Ahead

 Apple’s iPhone 17 Faces Excitement—and Challenges Ahead

Apple is gearing up for its annual fall showcase on Sept. 9, where the company is widely expected to unveil the iPhone 17 lineup. The highlight will likely be the iPhone 17 Air, a slimmer model that Apple hopes will inject fresh energy into its flagship product. But despite the buzz, several challenges loom over its launch.

According to Bloomberg’s Mark Gurman, the iPhone 17 Air will be about two millimeters thinner than current models—a small but noticeable change for longtime users. However, the slimmer frame comes with trade-offs. The Air is expected to feature only one rear camera, compared with two on the standard iPhone and three on the Pro models. That could deter buyers who prioritize camera versatility. The reduced size may also lead to a smaller battery, unless Apple compensates with improved power efficiency.

Pricing is another hurdle. Analysts expect Apple to raise iPhone prices across the board, with the iPhone 17 Air replacing the $899 iPhone Plus at between $949 and $999. The iPhone 17 Pro could jump to $1,049, while the Pro Max may cost $1,249. Price hikes, paired with fewer premium features, could make the Air a tougher sell.

Still, industry watchers see reasons for optimism. Gene Munster of Deepwater Asset Management says most sales—around 80%—will come from customers upgrading older devices. With the average iPhone in use being four years old, many buyers will be comparing their iPhone 13s to the iPhone 17, making even modest improvements feel significant.

Not all analysts are convinced. BofA Global Research’s Wamsi Mohan cautions that thinner designs alone may not drive a major upgrade cycle, forecasting just 1% iPhone growth in fiscal 2026. Similarly, KeyBanc’s Brandon Nispel notes that the iPhone Plus was never particularly popular, and the Air might simply replace its demand rather than expand the market.

Other pressures could weigh on sales. Strong demand earlier in 2025, boosted by tariff-driven purchases, may leave less momentum for the year’s second half. In China, one of Apple’s key markets, smartphone demand is also expected to decline.

Even so, IDC projects global smartphone shipments will rise 1% year over year, with iOS devices growing nearly 4%. That growth, combined with a large base of pandemic-era iPhone buyers now ready to upgrade, could keep the iPhone 17 on solid footing.

Consumers will have their say soon, as Apple’s iPhone 17 line is set to arrive in stores later this month.