Apple Debuts $999 iPhone Air, Betting on Thin Look to Spur Sales

Apple introduced its thinnest-ever iPhone and new Pro versions with enhanced cameras and more battery life, betting that a flurry of smartphone innovation can entice shoppers. The new skinnier model — dubbed the iPhone 17 Air — is just 5.6 millimeters thick, making it about a third slimmer than Apple’s current handsets. The Air replaces the iPhone 16 Plus, which was priced at $899. Though the starting price of the Pro version rose to $1,099 from $999, Apple doubled the minimum storage to 256 gigabytes. The regular iPhone 17 continues to start at $799. Wedbush Securities Global Head of Technology Research Dan Ives joins Bloomberg Businessweek Daily to discuss. Ives also discusses his new role at Eightco Holdings, his AI-focused ETF, and more.
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