This is a flat black cord that is 9 feet long when it is fully extended to its maximum length, and is about 15 inches in its coiled, unstretched state. Handset cords are rarely used at their maximum length, and most typically usable anywhere from 35% to 75% of their advertised length, depending on how much you want to stretch them. Once stretched to the maximum length, cords do not retain their original shape or quality, so it's important to choose wisely when buying. The advertised size of the full maximum extended length is a Telecom Industry Standard, and not something that is decided by us, or any other manufacturer or seller. Cords & Lengths: Available lengths for most cords are: 7 feet (11 inches coiled / unstretched) 9 feet (15 inches coiled / unstretched) 12 feet (22 inches coiled / unstretched) 25 feet (42 inches coiled / unstretched)