Apple lifted the curtain on this year’s iPhone 17 models, including what it touted as the thinnest-ever smartphone the company has ever made, the iPhone Air . Overall, the new models are more powerful and durable, according to Apple — and while some analysts expected the tech giant to hike prices, the new models are mostly priced in line with the prior-generation iPhone 16s.

The Sept. 9 event, promoted with the tagline “Awe Dropping,” is the tech colossus’ biggest product launch of the year, timed to get units into the retail pipeline ahead of the holiday shopping season.

Apple introduced four new smartphones: iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and the iPhone Air. The Air, starting at $999, has an ultrathin design that is just 5.6 millimeters thick, about 28% thinner than

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