Apple has unveiled the thinnest smartphone in its history – the iPhone Air. It is the biggest change to the company’s portfolio in eight years and a direct response to accusations of a lack of innovation. The new model is designed to reinvigorate sales and prove that the Cupertino-based company can still dictate the market in terms of design and engineering.
The new line of smartphones headed by the Air model represents a clear shift in Apple’s product strategy. Encased in a titanium frame measuring just 5.6mm thick, the device is slimmer than its main competitor, the Samsung S25 Edge.
The minimalist design, reminiscent of the iconic MacBook Air, forced engineers to significantly miniaturise components to maintain the claimed all-day battery life.
Priced in the middle of a new product offering, the iPhone Air is expected to drive hardware upgrades by users. Analysts, initially sceptical, admitted after the launch that the refreshed look and capabilities of the device could be effective in attracting customers.
The strategic price positioning, $100 lower than Samsung’s flagship on its debut day, is expected to further strengthen its market position, especially during the crucial festive season.
However, the market reaction has been chilly. Apple’s shares have taken a tumble and investors remain unconvinced about the company’s pricing strategy and its viable capabilities against rivals in the field of artificial intelligence.
While the iPhone Air debuts the new A19 Pro chip, optimised for AI tasks, the presentation itself did not provide much evidence of how Apple intends to close the gap with leaders such as Google.
The iPhone Air is therefore, on the one hand, an impressive engineering achievement and a return to the company’s roots, where design played a key role.
On the other hand, it represents a risky game in which success depends not only on the slim casing but, above all, on whether declarations of battery performance and AI breakthroughs are confirmed in reality. The coming months will show whether design will be enough to dominate the market again.
