Analysts Maintain Cautious Stance on Apple’s iPhone 17 Launch Amid Limited AI Advancements

Apple's highly anticipated "Awe Dropping" event on September 9 will showcase the iPhone 17 lineup, including an ultra-slim "iPhone Air," alongside updates to Apple Watch, AirPods, and a potential Vision Pro refresh. Wall Street remains cautiously optimistic, with analysts noting historical volatility in Apple's stock around product launches—a classic "buy the rumor, sell the news" pattern.

UBS analyst David Vogt highlights the iPhone 17 Air's thinner design as a novelty but doubts its ability to drive significant sales or shift consumer behavior. The absence of major AI or hardware upgrades has tempered expectations. Apple faces pressure to revitalize its iPhone trajectory after the underwhelming performance of the iPhone 15 and weak demand for iPhone 16 Pro models.