Apple CEO Tim Cook joined thousands of fans at Apple’s Fifth Avenue store in New York to celebrate the launch of the iPhone 17, Apple Watch, and AirPods Pro 3. He compared the event to the Super Bowl, calling it Apple’s “most important day of the year”.
Crowds Bring Unmatched Energy
Massive crowds gathered worldwide, from Australia to China, but the New York launch stood apart. CNBC reporters said the Fifth Avenue store had “ten times” the energy of last year. Customers cheered, sang, and danced as Cook posed for photos and signed iPhones.
“This is our Super Bowl,” Cook told CNBC’s Jim Cramer. “Everybody comes out from the Apple community, and there’s no place I’d rather be.”
Addressing Prices and AI
Cramer asked whether tariffs caused iPhone price hikes. Cook rejected that idea, insisting tariffs had no impact.
He also defended Apple’s approach to artificial intelligence. Some critics argue Apple lags behind, but Cook pointed to features like AirPods Pro’s live translation. “We have AI everywhere in the phone,” he said. “We just don’t call it that”.
Looking Ahead
Cook described the iPhone 17’s new features as transformative. Many people, he said, did not realize they wanted them until now.
He also praised competition in the chip industry. “I would love to see Intel come back,” Cook noted, signaling Apple’s support for a strong processor ecosystem.
The iPhone 17 launch was more than a product release. With fans lining up to meet Cook and try new devices, the event reinforced Apple’s unique ability to inspire loyalty and excitement.
