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Apple Inc. introduced its iPhone 17 lineup, adding an all-new skinnier Air design and improving the devices’ durability and camera technology.

The company unveiled the new smartphones at an event with the tagline “awe dropping” from its headquarters in Cupertino, California. Apple also debuted new smartwatches and an updated version of its high-end AirPods.

The technology giant is looking to keep customers hooked on the smartphone — its biggest moneymaker — after signs of slowing demand in recent years. Apple has been contending with a saturated market for phones as well as fiercer competition in places like China.

“IPhone Air is a total game changer,” Chief Executive Officer Tim Cook said during the presentation.

Apple kept the starting price of its standard iPhone the same at $799. Though the Pro model will go up by $100, it also has twice as much storage. And the new Air version will cost $999, putting it in the middle of its price range. The skinnier model has ceramic shields on both sides of the phone, helping make the device more durable.

The model is 5.6 millimeters wide and “exceptionally light,” the company said. Though Apple rival Samsung Electronics Co. introduced its own skinny model earlier this year — the Galaxy S25 Edge — that device is 5.8 millimeters.

Today's show features:
- Dan Ives, Global Head of Technology Research at Wedbush Securities, on Apple’s newest iPhone launch and the tech sector broadly
- Jennifer Grancio, Global Head of ETFs at TCW on the market outlook and the demand for ETFs
- Douglas Boneparth, President of Bone Fide Wealth, and Heather Boneparth, Director of Business and Legal Affairs Bone Fide Wealth on personal financial management and investing
- Mark Gatto, Co-Founder, Co-President & Co-CEO of CION Investments, on the growing demand for private credit and alternative assets

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