On the agenda…

The iPhone 17 was unveiled to the public on Tuesday (9 September), but it’s not the bog standard model that has everyone talking. Revealed alongside its new iPhone updates was a new product for Apple, the iPhone Air, which measures just 5.6mm thick and will be the slimmest phone available on the market (at least one that doesn’t fold out).

There’s a lot of quite interesting things about this new product line. For starters, there’s no number attached to it, a chance for the marketing team at Apple to sell people on an entirely new proposition rather than a yearly update. It will be interesting to see what approach they take, but it’s more telling in what direction Apple sees the mobile phone category moving.