Apple launched the iPhone 17 in Japan on Friday, adding a super-thin model, the iPhone Air, to its lineup.

About 30 people queued at an Apple store in Tokyo's Shibuya Ward to get their reserved new phones as soon as possible.

The iPhone Air is just 5.6 millimeters thick and features a titanium frame that makes its body strong. Its quality matches that of the high-end models in the series. Prices start at ¥159,800.

The standard model is equipped with a refurbished front-side camera that utilizes artificial intelligence to recognize photographic subjects and adjust the frame, making it easier for users to take selfies. Prices start at ¥129,800.

With Apple's latest A19 chip, the iPhone 17 series has improved photo and video processing capabilities and has better power efficiency.

"I'm looking forward to using the new functions," said a 39-year-old who bought an iPhone 17 Pro at the Shibuya store.

Bob Borchers, who is in charge of product marketing at Apple, said Japan is a very special market that understands the U.S. company's attention to detail.