Apple introduces iPhone 17e
Source: Apple Inc.
Apple opened its week of product launches on Monday morning with a refreshed low-cost iPhone and a faster iPad Air, as it begins what looks to be a broader multi-day hardware push.
The headline device is the new iPhone 17e, a budget model in the iPhone 17 lineup that starts at $599 and comes in below the $799 standard iPhone 17.
That makes it an important product for Apple in the mid-tier smartphone market, where it competes more directly with lower-priced devices from Samsung, Google, and Chinese phone makers, particularly in more price-sensitive markets.
Apple introduces iPhone 17e
Source: Apple Inc.
The 17e keeps the same 6.1-inch size, but adds tougher glass, Apple’s A19 chip, the newer C1X modem, MagSafe charging, and 256GB of starting storage — twice the base capacity of last year’s model. It also adds Apple Intelligence support, giving the lower-cost model more feature parity with the rest of the lineup.
The unchanged $599 starting price, even with more storage and added features, suggests Apple is trying to make the entry-level iPhone more compelling without cutting into the pricing of its flagship lineup.
That stands out at a time when rising memory costs are squeezing the broader smartphone market, making the 17e a more aggressive value play for Apple as it looks to attract price-conscious buyers.
The new handset comes in pink, black, and white, with preorders starting March 4 and in-store availability beginning on March 11.
Apple iPad Air
Source: Apple Inc.
Apple also updated the iPad Air, which keeps the same design and price but moves from its M3 to M4 chip.
The 11-inch model still starts at $599, while the 13-inch version remains $799. Apple said in the release that the new processor is up to 30% faster than the prior generation. Apple said the new iPad Air gets faster wireless performance and improved cellular connectivity on models with mobile data.
The iPad refresh helps Apple build on momentum in a category that outperformed in the holiday quarter, as the company looks to keep tablet demand going with faster chips rather than a major redesign.
That could matter especially if Apple continues to see strong first-time buyer demand in the category: in its most recent holiday quarter, the company said roughly half of iPad buyers were new to the product.
The company has planned product announcements over the next few days. Apple has told stores to brace for a big rush, Bloomberg reported.
That level of retail preparation suggests Apple expects at least one of this week’s launches to have broader mainstream appeal, not just incremental interest from existing users.