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The iPhone is a line of smartphones developed and marketed by Apple that run iOS, the company's own mobile operating system. The first-generation iPhone was announced by then–Apple CEO and co-founder Steve Jobs on January 9, 2007, at Macworld 2007, and launched later that year. Since then, Apple has annually released new iPhone models and iOS versions; the latest models are the iPhone 17, the higher-end iPhone 17 Pro and 17 Pro Max, the thinner iPhone Air, and the entry-level iPhone 17e. As of July 2025, more than 3 billion iPhones have been sold. Apple has been the largest vendor of mobile phones since 2023.