Apple launches smaller iphone and ipad

Global Business

Apple launches smaller iphone and ipad

Apple has announced its latest new iPhone and iPad on Monday, but it’s not what you might expect. CCTV America’s Mark Niu reports.

Apple launches smaller iphone and ipad

Apple launches smaller iphone and ipad

Apple has announced its latest new iPhone and iPad on Monday, but it's not what you might expect. CCTV America's Mark Niu reports.

At Apple, small is the new big. The company bucked the big screen trend and went retro-making its latest iPhone smaller.

The new iPhone SE has a 4-inch screen the same size as models Apple released more than two years ago, but with the same advanced features of its current devices.

“First, for some people, they really love smaller phones. We found for a lot of these customers it’s their first iPhone. And in some countries like China it’s the majority of these customers, it’s their very first iPhone,” Apple Chief Operating Officer Jeff Williams said.

Apple also downsized the new iPad Pro. It has a 9.7 inch screen-more than three inches smaller than its predecessor.

All eyes were on also the tech company to see if the company would address its recent clash with the Federal Bureau of Investigation. Apple has refused the FBI’s order to write code to unlock an iPhone used by a shooter in last December’s San Bernardino terrorist attack.

“We did not expect to be in this position-at odds with our own government. But we believe strongly that we have a responsibility to help you protect your own data. And protect your privacy. We owe it to our customers and we owe it to our country. And we will not shrink from this responsibility,” Apple CEO Tim Cook said.

Apple also played up its efforts to be a responsible corporate citizen in other ways-touting new medical and eco-friendly technologies.

It introduced a research project called Liam-essentially a robot that can tear apart an iPhone piece by piece to salvage materials that can be recycled for use in future products.