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The Guardian - US
The Guardian - US
Technology
Dara Kerr in San Francisco and Blake Montgomery

Apple debuts thinner, $999 iPhone Air at ‘awe-dropping’ annual product event

Apple Google Tim Cook
a display of thin phones
The new Apple iPhone Air at Apple Park in Cupertino, California, on Tuesday. Photograph: John G Mabanglo/EPA

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.

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