Apple’s latest product launch turned into a celebration on Fifth Avenue, where CEO Tim Cook welcomed fans eager to get their hands on the new iPhone 17, Apple Watch, and AirPods Pro 3. Cook described the moment as Apple’s version of the Super Bowl, calling it the most important day on the company’s calendar.
Crowds Bring the Energy
Launch events drew long lines across the globe, but New York’s flagship Apple Store stood out for its sheer energy. Reporters on the scene described the atmosphere as louder and more electric than previous years. Shoppers sang, cheered, and danced as Cook mingled with the crowd, stopping to pose for photos and even autograph new iPhones. The excitement reflected just how deeply Apple launches continue to resonate with its community.
On Pricing and Artificial Intelligence
During the event, Cook addressed two hot topics: rising prices and artificial intelligence. Asked whether tariffs were driving up iPhone costs, he dismissed the idea, insisting that trade policies had no role in the company’s pricing decisions. On the AI front, Cook pushed back against critics who suggest Apple is falling behind competitors. He pointed to practical features already built into Apple products, such as live translation through AirPods Pro, as examples of Apple’s distinct approach. According to Cook, the company simply avoids labeling these tools as “AI,” even though machine learning powers many of them.
Looking Toward the Future
Cook emphasized that the iPhone 17 represents a leap forward in ways customers may not have anticipated. He highlighted features designed to feel intuitive and transformative, saying many users wouldn’t realize how much they needed them until they started using them. He also spoke about Apple’s commitment to competition in the semiconductor space, expressing optimism about other companies strengthening their presence and noting that a diverse chip market benefits the entire industry.
The launch event went far beyond the unveiling of new hardware. It underscored the cultural impact of Apple and the loyalty it continues to inspire. For Cook and the fans gathered in New York, the day wasn’t just about products on shelves — it was a reminder of Apple’s ability to turn a release into a global celebration.