So, thank you everyone for following our coverage of the Apple event so far. And we wanted to kick things off with a very special video. And today we have Jaws and John Ternus with us to talk about the new iPhones. We also have a special guest, Lance. And make sure that you stay tuned for part two of this interview which is going to be over on their channel. So check it out right after this. So let's start with the iPhone Air. And I think sometimes when I say it, I put the iPhone 17 in there by accident.
Oh, you're listening to too many rumor sites, Mark.
And but I think I'm assuming it was on purpose, like you wanted to create like a separate model within the family. This is not just like a followup to the iPhone 16 Plus or...
Oh my god. No. Definitely not that.
So, how did you decide to make this? And I think the most important question is who is it for?
You want to take it or you want me to start?
Sure. I can start with that. Look, I think this is something we've been thinking about for a while, right? We're really excited about this and as you've probably seen as we've been pushing on our technology developments, things like Apple silicon and the efficiency there. And of course, now it's not just the A19 Pro, but also C1X and N1, we finally had the building blocks to really go and make this product. And the way I think about it is, you know, we have so many customers who just really want an amazing premium iPhone experience. And this is an opportunity to give them kind of an entirely different thing in this incredible form factor. Just it's been so fun to watch people just pick it up in that first reaction of oh wow, right? And it's also then enabled us to really kind of push the Pros and let the Pros be more Pro. So this was really kind of a rethinking of the iPhone lineup and we were so excited to announce it yesterday.
And you've heard us say before, right, that what we love is for the technology to disappear here. And your content to be what you see. And you've seen that with so many of our products where we push the bezels away. We've filled the screen, you know, edge to edge so that what you're looking at is display. And in this product, more than any other, it just feels like you're holding a display. You know, you're holding your content. That is kind of that realization of that love that we have where technology disappears and it's just you and your content. And we love that and it really achieves that.
All right. So slightly two-part question here because I realize I've heard something said that couldn't have built this product five years ago. So one, what's the thing, the hinge thing that made it possible? And then secondly, you are not the first to make such an incredibly thin phone and I'm kind of curious how you think it stacks up against the competition.
Well, I think it's amazing. Look, I think for us to build this product, it has to be a great iPhone, right? Which means it has to have great performance. It has to have an incredible display. It has to have great battery life. It has to have, you know, great camera. And so it wasn't just one thing we needed. It was lots of things we needed. We needed advancements in, you know, our materials development, right? Ceramic Shield on the back to be able to create that hollow plateau where we can put so many of the components. We needed to really push the state-of-the-art in miniaturization. If you look at the inside of the iPhone Air, almost the entire phone is living right up there in that top, in that plateau. And we need the efficiency of Apple silicon. So, it was all these pieces that had to come together to be able to build a product that yes, is incredibly thin, but also is every bit the iPhone experience that you'd want to have.
Yeah. And look, and the team really amazed us because we had some pretty lofty goals that John just talked about for this product. And they didn't just meet them all. They exceeded them all. They made a better product than we even thought they could make it. We had lofty expectations. Look, I'm not going to speak to competitors. They should speak to their product. I don't know what their goals are, but I'd be shocked if they had exceeded their expectations. Put it that way.
So, what about even like the name plateau? It's not something that we've heard before. It's definitely more elegant than camera bump, for example. So, I'm just curious like, you know, how did you come up with that? Because obviously you're talking about that across the entire lineup, right, with the Pro and Pro Max too. And it's not just like where you put stuff, like you decided to cram as many components in there as possible to give you the battery down below. Can you just walk us through that a little bit?
Yeah, I think actually plateau is the way we've always kind of described that area. It was new for me but yeah, might not have been used in public before. But yeah, I think the idea here, one of the big advancements again as I was saying was with Ceramic Shield on the back, you know, we milled out the inside of that, right? So it's effectively like a shell, right? And that created that extra space because yeah, I mean like I said we want to have great battery life and so we wanted to take up as much of the area of the phone with battery as possible. And so by really taking advantage of that space underneath the plateau that allowed us to free up that space. The other thing is, as you know, we made this phone eSIM only, right? That big SIM card is just a giant piece of honestly kind of wasted space inside the phone and we were able to take that out.
I like to think of it as the floppy disk of a mobile phone.
That's exactly perfect. Yeah. Exactly. And it's not that big, but when you're talking about a phone that thin, it's huge inside that phone. Yeah. I mean, yeah. Right. When you take it out, you maybe think it's not that big, but when you're looking at the inside of the phone and how are you going to get as much battery and as much performance as possible, it is a big piece of real estate.
Yeah. So, so little room to work with all that things. So tiny. And this is, you know, the thinnest iPhone you've ever made, but it's not the first of your thin iPhones. You've certainly made others. Notably I remember reviewing the iPhone 6, 6 Plus and I also remember, you know, that there was something called Bendgate. People were purposely torquing it, bending it. So now I'm curious and I'm sure you've thought about it. Are there concerns? One, and what have you done to prepare this iPhone Air for what is going to be a maybe a difficult life?
Well, I think one of the amazing things and exciting things about this phone is, you know, you heard us say it in the keynote, but it is more durable than any previous iPhone. And that is 100% true. And durability is, there's a number of factors, right? It has the incredible water ingress that we've had for years now on phones. The new Ceramic Shield 2, three times better scratch resistance, which is another factor of durability. Drop performance is exceptional. It exceeds our internal metrics for bend strength, right? And which are pretty high.
Which are really high. Yeah. And you know, and that came down to, you know, the design of the system, the material choice, right? The titanium band around the side is really great from a strength standpoint in such a thin form factor. And then, you know, pairing that with Ceramic Shield and Ceramic Shield 2, feel really good about the durability.
Yeah, our team, you know, we talked about it a bit in the keynote. They chose the right material for each of these products. And the titanium here on such a thin product was key to creating an incredibly strong enclosure.
So you've done the butt test.
I knew that was not going to happen.
Okay. It's durable. Try to bend it.
Oh my gosh. Don't hurt yourself.
So, people can do this in Apple stores, too, or just...
Mark. Mark, you're probably smarter than...
Look, that's better than a butt test. That's something.
Yeah, I'm trying both ways.
