New Apple iPhone 17 models are displayed at the Apple Store in New York on Sept 19. Apple unveiled its iPhone 17 lineup on Sept 9, featuring its thinnest smartphone ever, as the tech giant works to prove it can keep pace in the generative AI race. The Air joins Apple's more standard lineup, including the premium iPhone Pro 17, the company's most expensive and highest-performing model. Photo by Angela Weiss/AFP FILE PIX