Investors were not impressed with the new iPhones. Apple's stock declined

After the presentation of Apple's new products, the company's shares fell in price by 1.7%. The iPhone developer unveiled the ultra-thin Air smartphone without a sim card slot, a Pro version that supports shooting formats for cinematography, headphones with simultaneous translation and a watch that tracks heart rate. The company also announced price increases on some smartphone models. Meanwhile, investors didn't hear anything new about the company's AI strategy.

Apple shares fell 1.7 percent to $234 after its new product unveiling on Sept. 9. Investors seemed indifferent to Apple's latest product announcements, including the latest iPhone Air model and the Apple Series 11 smart watch, CNBC noted. The presentation offered few surprises and investors were generally disappointed, Bloomberg agreed.

Apple has unveiled the iPhone 17 series, which includes a brand new model of the ultra-thin iPhone Air smartphone. "This is a true revolution," Apple CEO Tim Cook said of the smartphone during the presentation.

The new device is just 5.6mm thick. For comparison, the Samsung Galaxy S25 Edge smartphone is 5.8 mm thick. The iPhone Air has no sim card slot, only e-sim technology is available. iPhone Air features an 18-megapixel Center Stage front-facing camera and simultaneous video recording from the front and back of the body. The iPhone Air is made of titanium and "exceeds" the requirements for "flex" strength, the developers said.

The manufacturer said it was able to reduce the thickness of the device by switching to Apple's proprietary Silicon solutions, which allows for more productive and power-efficient devices. Apple announced a new N1 wireless chip that powers Wi-Fi and Bluetooth. In addition, the iPhone Air model will feature the C1X modem. According to Apple, it is twice as fast as the C1 modem in the iPhone 16, while consuming less power.

The iPhone 17 Air starts at $999.

- The iPhone 17 smartphone, like its predecessor, will cost $799. It got an improved display with a higher refresh rate and a new camera. The phone's screen is also slightly larger, although the body itself remains the same.

- Apple has raised the starting price of the iPhone Pro in the US for the first time since 2017 - it has gone up by $100. The price of the iPhone 17 Pro now starts at $1099. However, Apple says that users will get 256GB of storage in the base package instead of 128GB. The company said the smartphone features the "highest-capacity battery" in iPhone history.

- The iPhone 17 Pro Max will cost the same as its predecessor, starting at $1199, although Apple has added a new top-of-the-line model with 2TB of storage.

- A new feature in AirPods Pro 3 will be real-time simultaneous translation of conversations in foreign languages. The cost of the headphones is $249, the same as the previous model.

- The company has released three new Apple Watch Series 11 models, including updated budget SE and top-of-the-line Ultra models. The prices have not changed. Apple added a new feature to the devices that will use machine learning to determine a user's risk of developing high blood pressure.

- The redesigned iOS 26 will be available as a free software update on September 15.

Apple's new chip, introduced in the iPhone Air and iPhone 17 Pro models and dubbed the A19 Pro, includes several improvements aimed at improving performance in artificial intelligence tasks, the company said.

Apple claims that the chip has been given a second-generation caching architecture that doubles its computational capabilities. The company has also built special machine learning gas pedals into the graphics processing unit (GPU), which is usually responsible for graphics, designed to perform AI tasks. The company said the new chip will allow devices to run large language models (LLMs) locally, without the need to connect to the cloud.

Apple claims that with these changes, the new iPhones will be able to perform three times more graphics computing than last year's models. Apple believes that the new chip's processing power is comparable to that of MacBook Pro laptops. At the same time, the company did not say what kind of AI will be deployed on these capacities. Previously, analysts said that it is the lag in AI that pressures its shares the most.

The release of the iPhone 17 comes at a "really difficult moment" for Apple as the company's artificial intelligence strategy raises more questions, Daniel Newman, CEO of analyst firm Futurum Group, told CNBC.

"Apple's problem is that everything unveiled today actually looks like a pretty minor step forward," he said. - Yes, the smartphone is thinner, and yes, it looks great. But we haven't seen a real supercycle in four years."

This article was AI-translated and verified by a human editor