Apple is preparing for one of its biggest launches yet, with the iPhone 17 series set to be revealed at its annual event on September 10 at 1 a.m. Taiwan time. Reports indicate the company plans to produce 100 million units this year, with the iPhone 17 Pro Max positioned as the top seller thanks to its premium features and high demand.
Industry forecasts show strong momentum compared to the iPhone 16 lineup, with TrendForce predicting a 3.5% increase in shipments. Last year’s Pro models accounted for more than three-quarters of sales, and Apple expects this pattern to continue, with the Pro Max once again leading the pack. Alongside the Pro and standard models, Apple will introduce a new iPhone 17 Air, a 5.5mm ultra-thin device replacing the Plus line.
Analysts, however, are cautious about the Air’s market performance. The lighter design comes with compromises in battery and camera specifications, which may limit its appeal compared to consumer expectations for larger batteries and high-end imaging. Still, the Air broadens Apple’s range, aiming to capture users looking for portability without sacrificing too much performance.
Prices are expected to rise by around $50 across the board, with the iPhone 17 Pro starting at $1,199 and the Pro Max at $1,299. Apple is also shifting all U.S. market production to India while maintaining China’s dominance in core supply chains. Despite global economic uncertainty and higher pricing, analysts remain optimistic that the iPhone 17 series will drive strong sales growth, reinforcing Apple’s dominance in the premium smartphone market.
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