Apple debuted its latest iPhone on Tuesday, trumpeting the smartphone’s slimmest design yet. The device, named the iPhone Air, is one of several upgrades the company unveiled at its annual product showcase, promoted with the title “awe-dropping”. The event kicked off at 10am PT with the company’s CEO, Tim Cook, speaking in front of its Cupertino headquarters.
“Design is at the core of everything we do,” Cook said. The CEO touted the company’s thin iPhone, which sports a width of 5.6mm, as the “biggest leap ever” for the device, which first debuted in 2007. Cook said that Apple had set a “new standard” for the gadget industry back then and “today we’re raising the bar once again” with its iPhone 17 lineup.
The skinny phone is made of “spacecraft titanium”, has a 6.5in display and comes in a palette of colors that “evoke lightness”, the company says. Apple executives who spoke at Tuesday’s event promised that, despite the phone’s thinness, it will be durable and crack-resistant. They added that the phone also comes with the same fast-charging battery, wifi and features as its thicker phones.
The iPhone Air will retail for $999, with preorders starting on Friday in advance of general availability on 19 September. Apple’s iPhone 17 lineup also includes standard, Pro and Pro Max editions. The company announced refreshes of the other versions of the smartphone on Tuesday as well, focusing on their cameras, processing speeds and battery life. The front-facing cameras in the new iPhones will ship with a dual filming mode that will capture the view from both the front and rear-facing lenses. The iPhone lineup will also come with additional storage capacity.
Cook also introduced new versions of Apple’s signature white earphones and Apple Watch. The latest version of earphones, the AirPods Pro 3, comes with boosted noise cancellation and in five sizes of adjustable earpiece.
The biggest feature coming to the new AirPods is live translation, allowing wearers to hear a translated version of a conversation with a person speaking another language. The earbuds go on sale on 19 September and will run for $249. The update brings Apple in line with its competitor Google, which added the translation feature to its Pixel Buds headphones years ago.
Apple also revealed the Apple Watch series 11 with updated versions of the Apple Watch Ultra and the Apple Watch SE . The lineup of watches comes with new health features geared towards improving hypertension and sleep. The company said the former feature will notify wearers of possible hypertension, which Apple expects to do for at least 1 million people this year.
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