Apple Announces the iPhone Air, Its Thinnest Ever

Watch Apple Announces the iPhone Air, Its Thinnest Ever - Bloomberg on Dailymotion

Transcript

00:00This is the new phone and the thin version. Ed, what do we know about it?

00:05Yeah, the thin version, the Air confirming Bloomberg's reporting that this was to come.

00:10They're going through the details basically from an engineering level,

00:13but some of the differences with the iPhone 17 Air, 6.5-inch screen,

00:18they're talking about basically how they engineered the thinness by placing more of the components

00:23in the top part of the smartphone where the camera's located.

00:26Limited details so far. Basically, there are going to be loads of people out there saying,

00:31well, hold on, if I have an ultra-thin phone with a very delicate screen, what happens if I drop it?

00:36Well, that's where they've started. It has a ceramic shield over the screen,

00:40which makes it 3x more scratch-resistant than in prior models.

00:44Of course, part of the innovation when you miniaturize any consumer electronic comes with the silicon.

00:51They actually yet to go into detail on that, but they started by saying, that's how we cracked it.

00:55We're able to miniaturize, make a thinner smartphone by working on the chip.

01:00And inside of it is an A19, I think they're now outlining, A19 Pro Semiconductor.

01:07So as we get more of this information on how they did it,

01:10I believe my colleagues in the newsroom sent the red headline.

01:12To be fair, I did say that would happen.

01:14And the market is kind of having its typical sell the news moment, I think,

01:19which happens on most iPhone event days.

01:24All right, Ed, talk to us a little bit then about some of the pricing.

01:28Are we still waiting for those numbers?

01:30And what have the analyst community talked about

01:32when it comes to just how much those prices could go up?

01:35Still waiting on pricing.

01:39It will be critically important.

01:41The backdrop is Tim Cook, Apple's CEO, and his relationship with President Trump.

01:46The pressure from this administration for Apple to move more of its supply chain to the United States

01:51being no doubt the majority of the supply chain for these handsets is in China and in part in India.

01:57But the pricing is critically important in the competitive landscape as well.

02:01Samsung has already come out with an ultra-fin phone this summer.

02:05It has come out with newer updated models of AI-capable handsets.

02:09Samsung elected not to pass those price increases onto the consumer.

02:13Google and Pixel have come up with updated handsets within this calendar year.

02:18Google opted not to pass on those prices to the consumer.

02:21And when I say pass on those prices,

02:23the environment means that manufacturing is more expensive, components more expensive,

02:27because of tariffs.

02:28So that's what the story will be.

02:30It will be a story if they do raise prices.

02:32It will be a story if they don't and they decide to swallow it.

02:35There is no precedent from the peers in the smartphone market

02:38that suggests they will raise prices in this instant.