Following are “IDC’s Hot Takes” on today’s “Awe Dropping” Apple event:
Apple’s Strategy
“Apple’s strategy with the new product lineup is simple: increase upgrade rates and shorten replacement cycles. This is only possible with a disruptive device or a redesign of the current products. This is precisely what Apple is aiming to achieve this year. The iPhone 17 redesign, alongside the iPhone 17 Air, will likely drive many users to upgrade, as the new aesthetics and thinner form factor will be distinctive factors that will entice users to upgrade earlier.”
– Francisco Jeronimo, Vice President
iPhone 17 Series
“The iPhone 17 Air looks amazingly thin and brings some remarkable technology to this striking form factor. However, the new 17 Pro and Pro Max bring new design, performance, and camera functionality that I expect will appeal more to current Pro owners.”
– Tom Mainelli, Group President
Ecosystem Strategy
Apple’s announcements today are more than just an annual product refresh; they represent a strategic realignment of the company’s hardware portfolio and a deepening of its ecosystem strategy. The new iPhone 17 lineup addresses key competitive pressures, redefine market segments, and further entrench Apple’s services in our daily lives.
– Francisco Jeronimo, Vice President
AirPods 3
AirPods Pro 3 is a major update that brings a number of new device-based AI features, integrated heart rate sensing, improved noise cancellation, and five foam tips for better fit. Expect Apple to ship serious volumes this holiday season.
– Tom Mainelli, Group President
Wearables
“While heart rate sensing on headphones has been around for a while, most users were unaware of its existence or the benefits of tracking through the ear. The stationary position in ear leads to better heart rate tracking and with Apple’s scale, it won’t be long before consumers finally see the benefits and start demanding this from other brands too. All this provides a well rounded package making the AirPods Pro 3 a worthy upgrade.”
– Jitesh Ubrani, Research Manager
iPhone 17 Series
“The new iPhone 17 Pro introduces significant upgrades to key features that consumers have been requesting. With a strong focus on build quality and durability, along with notable enhancements in battery life, the redesigned models are likely to entice even those with newer iPhones to consider an upgrade. The iPhone 17 Pro and Pro Max showcase Apple’s highest level of innovation and design, all while maintaining the same price as last year, despite challenges from tariffs and changes in the supply chain.”
– Anthony Scarsella, Research Director
Apple Watches
“Apple’s new Watches show clear evolution in key areas, including hypertension detection, sleep analysis, display durability, 5G connectivity, and on the flagship version – 24 hours of battery life. Many of these have been available on other smartwatches, so these keep Apple in league with other smartwatch innovators.”
– Ramon Llamas, Research Director
iPhone 17 Air
“The iPhone 17 Air is Apple’s thinnest phone ever and its boldest design move since the iPhone X. It will draw in users who love sleek aesthetics, while the Pro lineup takes the crown for majority of users prioritizing battery and camera performance. Apple is ingeniously segmenting the lineup so each model appeals to a different user, and together they will drive a strong upgrade cycle for Apple.”
– Nabila Popal, Senior Research Director, IDC
iPhone 17 Air
“The iPhone 17 Air takes center stage today. It is also the first step in a strategic design makeover, paving the road to a foldable iPhone possibly next year. While it may not drive mass volume, it is not meant to. It will draw in users who prioritize a lighter and sleeker device over function, expanding Apple’s user appeal and demographic. There are plenty of consumers eagerly waiting for the slim and sexy new iPhone Air.”
– Nabila Popal, Senior Research Director
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