Apple CEO Tim Cook has spruiked his company's iPhone Air as a "game changer". Photo: AP PHOTO

Apple has showed off a new, slimmer iPhone "Air" model with a high-density battery and a brand new processor.

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The iPhone Air model was the star of the annual product launch event with CEO Tim Cook calling it a "game changer".

Apple said the model is its most durable iPhone yet.

It will use the A19 Pro, a processor chip that it said it had tweaked for better energy efficiency and performance to match the device's thinner battery.

Apple has launched the iPhone 17 and iPhone 17 Pro during a

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