By Will Guyatt, technology correspondent

LBC’s Will Guyatt brings us his first look at all of Apple’s 2025 announcements.

I’ve covered every Apple iPhone launch since Steve Jobs took to the stage in January 2007 to reveal the pioneering smartphone - a phone we fell in love with despite it launching without 3G and without apps that later changed the world.

Since then, we’ve had over 20 iPhone launch events - and as the years have rolled on, the excitement they generate diminishes every year.

This isn’t a criticism of Apple’s tech - but the reality that the magic always fades. Weirdly - Apple’s tech gets better and better every year - but nowadays we all seem to take that for granted.

For those who wonder why we cover these launches - the iPhone sells over 7m handsets a year here in the UK - with the product range smashing through the 3bn devices sold since 2007.

Today - Apple came out confidently from the traps - the 72-minute long presentation from Cupertino, California felt pacier than recent efforts and after an opening from Steve Jobs about the importance of design going beyond the look and feel of a product - the company tore into announcing a whole raft of significant upgrades - and a nice little surprise in the new iPhone Air.

The first product was the new Airpods Pro 3. Perhaps the coolest feature of these new headphones is live translation.

The presentation showed an American in a Spanish market - with both receiving translations in real-time thanks to the new headphones.

The company........

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