An Apple iPhone launch is never just about Apple. The unveiling of the iPhone 17 lineup creates a ripple effect that impacts the entire technology industry, from accessory makers and app developers to competing smartphone manufacturers.
Immediately, a massive industry of case, screen protector, and charger manufacturers will race to bring products to market that are compatible with the new iPhone Air’s dimensions and design. Their holiday season sales depend on having these accessories ready by September 19.
App developers will begin optimizing their software to take advantage of the new, faster processor and any new APIs, such as the one that will inevitably be created for the dual-filming mode. This ensures the app ecosystem remains vibrant and leverages the latest hardware capabilities.
Finally, competitors like Samsung and Google are forced to react. Their marketing will now have to counter the iPhone Air’s design, and their product roadmaps will be adjusted based on the features and pricing Apple has introduced. A new iPhone launch effectively resets the competitive benchmark for the entire premium smartphone market for the next year.