Tech giant Apple has unveiled its latest iPhone lineup, and the announcement is sparking conversations about innovation, pricing, and the ongoing global trade tensions. The new iPhone 17 series introduces an ultra-thin “Air” model that’s just 5.6 millimeters wide, promising a sleeker design for trend-conscious consumers.

CEO Tim Cook presented the new devices at Apple Park, boasting about raising the bar with significant improvements. All four iPhone 17 models now feature at least 256 gigabytes of storage, double the previous generation’s minimum, and come with enhanced camera capabilities.

The pricing landscape has shifted slightly, with the iPhone 17 Pro seeing a $100 price increase to $1,100, while the new iPhone Air starts at $1,000. The basic iPhone 17 remains at $800, and the Pro Max model sits at $1,200. These prices come amid a complex backdrop of trade tensions and tariffs under the current administration.

Notable upgrades include improved front-facing camera technology targeting the selfie culture, with more megapixels and a “Center Stage” feature that leverages a wider field of view. The new models also introduce landscape photo capabilities without rotating the device.

Analysts are watching closely, noting that Apple faces challenges in maintaining its innovative edge. The company’s market value has dropped 6% this year, and questions linger about its ability to differentiate in an increasingly competitive smartphone market.

The global trade war continues to cast a shadow over Apple’s manufacturing strategy. Despite pressure to move production to the United States, the company still manufactures iPhones primarily in China and India, navigating complex geopolitical and economic landscapes.

Apple has attempted to mitigate trade tensions through strategic investments, pledging $600 billion in U.S. investments over four years and even presenting a symbolic gold-based statue to the current administration.

The new iPhone 17 lineup will be available in stores on September 19, promising consumers a blend of incremental improvements and a notably sleeker design.