Apple says the camera “uses AI” to expand the field of view and adjust the orientation. It’s super convenient, especially considering that you don’t have to alter how you hold your phone, meaning no more precarious grip. It much more comfortable too, but it will probably still take time to retrain your muscle memory and stop yourself switching to landscape mode for selfies.

Don’t forget, all of the selfie cameras on these new devices are also getting a boost in image quality thanks to a new 18-megapixel sensor that can pack in more detail. If you shoot a lot of selfie videos, your clips will have much better stabilization in 4K HDR, too.

Dual Capture

You can finally record with both the front and rear cameras natively in the iPhone camera app! OK, this is technically not new. You’ve been able to do this via a third-party app for years, and a few Android phones have had this feature natively in the camera app for as long as a decade. Samsung calls it Dual Recording on its Galaxy phones, while HMD’s Nokia phones—when they were still a thing—called it a “bothie.” Now it’s native on the new iPhone.

Tap the overflow camera menu on the top right in video mode and choose Dual Capture. It works up to 4K 30 frames per second, and you’ll see a floating preview of the front camera—like when you’re on a video call—with the main viewfinder displaying the view from the rear camera. The placement of the floating front camera view seems to be important because it doesn’t look like you can change it post-capture, so you’ll want to make sure you flick it to a spot where it doesn’t block the action.

It’s not groundbreaking, but it’s a fun little capability I think a lot of people will take advantage of now that it’s natively built into the camera app.

8X Zoom

I test phones for a living, but I’m also a photographer, and the camera I use most often is the telephoto zoom. I find the main cameras on most phones these days a little too wide, so optical zoom options let me get closer to the subject.

Color me excited that the new iPhone 17 Pro models can go up to 8X zoom and retain optical-like quality! Apple has upgraded the telephoto camera to 48 megapixels, meaning you’ll be able to see more detail in your shots. It’s also a 4X optical zoom camera. That might sound like a step back, considering Pro iPhones have offered 5X optical zoom for several years. However, the upgrade in megapixel count and the larger sensor should offer better quality images overall, whether at 4X, 5X, or even up to 8X.

Apple on Tuesday rolled out its next generation iPhones, which include a new ultra-thin model and a slight price hike for one of its high-end models, while the company feels the squeeze of a global trade war.

The iPhone 17 line-up includes a new slimmed-down model that will adopt the “Air” name that Apple already uses for its sleekest iPads and Mac computers. In what has become an annual rite for Apple, all four new iPhone 17 models will feature better cameras and longer-lasting batteries than last year’s lineup. The iPhone 17 will all boast at least 256 gigabytes of storage, doubling the minimum amount from the last generation.

“We are raising the bar again,” Apple CEO Tim Cook boasted in front of a crowd gathered in an auditorium named after the company’s late co-founder, Steve Jobs, located on its campus in Cupertino, California.

Grappling with tariffs

The new iPhones are the first to be released since President Donald Trump returned to the White House and unleashed a barrage of tariffs, in what his administration says is an attempt to bring overseas manufacturing back to the U.S.—a crusade that has thrust Cook into the hot seat.

All the iPhone 17 models are still expected to be made in Apple’s manufacturing hubs in China and India, exposing them to some of Trump’s tariffs.

Analysts believe the additional fees on iPhones coming into the U.S. increase the pressure on Apple to raise prices to help protect its profit margins on its most marquee product.

Without giving a specific reason, Apple will charge $1,100 for the iPhone 17 Pro, an increase of $100, or 10%, from previous versions of that model. The iPhone Air will start at $1,000—the price of last year’s iPhone 16 Pro.

Apple is sticking with the same starting price for the basic iPhone 17 at $800 and the iPhone 17 Pro Max at $1,200.

All four models will be in stores Sept. 19.

Apple’s shares closed down 1.5% Tuesday amid gains in the broader stock market, an indication that investors might be worried the company didn’t do enough to prop up its profits amid the trade war.

A breath of fresh iPhone Air

The release of the iPhone 17 Air created the biggest buzz of the day as Apple found a way to pack in most of the punch of its Pro models while coming up with a fetching design that Forrester Research analyst Dipanjan Chatterjee will prod more trend-conscious consumers to splurge on the latest fashion in tech devices. The Air model is just 5.6 millimeters wide compared to 8 to 9 millimeters for the other iPhone 17 choices.

“There were plenty of crackles and one big pop,” Chatterjee said of Tuesday’s event.

One of the crackles came with the introduction of new features aimed at the selfie culture. The iPhone 17 models include a front camera with more megapixels for crisper photos, along with an “Center Stage” option that will take advantage of a wider field of view and a new sensor that will enable users to take landscape photos without having to rotate the iPhone.

Although most of the upgrades to the iPhone 17 are similar to the incremental improvements of recent years, Apple appears to have done enough to “bring a sense of newness to the iPhone, which has remained the same for too long,” said PP Foresight analyst Paolo Pescatore.

Apple also unveiled its latest smartwatches, including a health tool that is supposed to help detect potential hypertension, and its next generation wireless AirPod headphones.

Looking for a sales accelerator

Apple has been trying to accelerate its growth after several years of lackluster sales growth that has still been enough to maintain its status as a moneymaking machine while raising questions about its ability to innovate. Those doubts, combined with the uncertainties swirling around tariffs, are, one of the reasons the company’s market value has dropped by 6% so far this year while the tech-driven Nasdaq composite index has gained 13%.

While the iPhone 16, released last year, fared reasonably well, the models didn’t sell quite as well as analysts had anticipated because Apple failed to deliver all of the artificial intelligence features it had promised, including a smarter and more versatile Siri assistant. The Siri improvements have been pushed back until next year.

“To truly differentiate and outperform its competition, Apple will have to crack AI as a new contextual user-interface,” predicted Thomas Hussan, another analyst for Forrester Research.

The global trade war has compounded Apple’s challenges.

Both Trump and U.S. Commerce Secretary Howard Lutnick have repeatedly insisted that iPhones be made in the U.S. instead of overseas. It’s an unrealistic demand that analysts say would take years to pull off and would result in a doubling, or even a tripling, of the iPhone’s current average price of about $1,000.

Cook tried to placate Trump by initially pledging that Apple would invest $500 billion i n the U.S. over the next four years, and then upped the ante last month by adding another $100 billion to the commitment. He also gifted Trump a statue featuring a 24-karat gold base.

That kind of diplomacy has helped insulate Apple from Trump’s most severe tariffs. However, with the iPhones being brought into the U.S. still facing duties of about 25%, some analysts speculated the company would raise prices to help preserve its hefty profit margins. But for the most part, Apple and other major smartphone makers such as Samsung and Google are sticking with the same prices as last year.

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“How do we break down the journey into bite-sized pieces, so it doesn’t feel overwhelming or insurmountable?” says Jesse Levinson, the cofounder and CEO of Zoox. “This moment is a huge one, but the service is still unpaid and fairly limited.” Zoox launched in 2014, and though it’s been testing its technology in San Francisco, at its Foster City, California, headquarters, and in Las Vegas for years, this will be the first time it’s allowing anyone willing to download an app to ride. The company was acquired by Amazon in 2020 for a reported $1.2 billion.

Olsen, the May Mobility CEO, says he is comfortable with the company’s slower launch process after watching others rush to put self-driving cars on the road. “One of the things we’ve seen across the industry is that a vehicle might perform brilliantly some of the time, but then will do wildly inappropriate things in the edge cases,” Olsen says. He declines to say exactly when the firm would remove the safety drivers from its vehicles, or when it might expand its Lyft partnership to other areas or cities, but he says any moves the company makes will be tested and validated with real-world and simulated data. The service will scale more quickly as time goes on, he says.

May Mobility offers rides through Lyft.

COURTESY OF Lyft and May Mobility

Climb in, Lyfters.

COURTESY OF Lyft and May Mobility

Two US self-driving vehicle firms shut down this past decade after their robotaxis were involved in serious road accidents. In 2018, a testing self-driving vehicle operated by Uber’s Advanced Technologies Group struck and killed a woman in Tempe, Arizona. Uber sold off its self-driving technology to a competitor in 2020. In 2023, General Motors subsidiary Cruise struck a pedestrian in San Francisco after the person was thrown into the empty robotaxi’s path by a collision with another car; state regulators later learned that the Cruise dragged the person 20 feet while it attempted to move out of traffic, and revoked the company’s permit to operate. General Motors got out of the robotaxi business a year later, citing high development costs and a desire to focus on personal vehicles.

Keep On Robotaxiing

Still, robotaxi companies say they have plenty more public deployments on the horizon. Zoox says it will start picking up public riders in San Francisco later this year, and will then launch in Austin and Miami. May Mobility plans to deploy robotaxis in Arlington, Texas, before the end of the year, this time on the Uber platform. Waymo has announced future service in several US cities, including Miami, Washington, DC, and Dallas. Tesla is running a small, invite-only ride-hail service in the California Bay Area with drivers behind the wheel using its more limited Full Self-Driving (Supervised) tech, which requires the person up front to stay alert at all times. Musk plans to move quickly: He said this spring that the company would have “millions” of vehicles operating autonomously by the second half of next year.

Vegas residents can download Zoox’s app.

Chris Noltekuhlmann

Rides are free for the time being.

COURTESY OF ZOOX

Developers of self-driving vehicles have argued that their tech will increase safety and ride efficiency, bringing down prices in the long term. (Of course, these companies will also no longer have to pay a cut of each ride to human drivers.) But even in Phoenix and San Francisco, where Waymo has been running public robotaxis for years, cities have yet to catch a clear glimpse of how the expensive-to-develop technology might transform residents’ lives.

“It’s not at the scale yet where it’s really dramatically changing anything,” says Adam Millard-Ball, an urban planning professor who directs the UCLA Institute of Transportation Studies.

Robotaxi services will likely have to get much bigger, Millard-Ball says, before they can prove out their expansive visions. Waymo has released studies suggesting that its tech is safer than human drivers in many situations, but some experts still argue that it’s hard to compare robots’ performance to humans’ given the still-limited number of miles the cars have driven.

“Can this make the rideshare industry grow the pie?” asks Jeremy Bird, Lyft’s executive vice president of driver experience, who collaborated with May Mobility on the Atlanta launch. Bird says Lyft has studied data from where autonomous vehicles have already been deployed, and he thinks the answer is yes. But when robotaxis will become a moneymaking venture is still a big question mark. Clearly, though, plenty of people are still working to find out.