After years of evolutionary changes that blurred the boundaries between successive generations of the iPhone, Apple has reached for a strategy that many market observers no longer expected. The launch of the iPhone Air is not just the launch of a new, slimmer model. It signals that the Cupertino-based company, in response to accusations of stagnation, is returning to a philosophy in which engineering and bold design play a key role.
However, the new phone is a double-edged sword – on the one hand it impresses in form, on the other it raises questions about the compromises the manufacturer had to agree to.
The new product line-up, headed by the iPhone Air, appears to be a direct response to growing competitive pressures, particularly in the Chinese market, where local manufacturers have made a name for themselves with bolder and slimmer designs.
Apple, losing share there, needed to showcase more than just annual processor and camera improvements. The iPhone Air, with a frame just 5.6 millimetres thick, is a technical masterpiece of miniaturisation. Engineers managed to shrink the circuitry to a size comparable to a couple of postage stamps in order to carve out as much space as possible for the new, higher-density battery.
However, this pursuit of slimness comes at a specific cost. The most important of these is the abandonment of the multi-camera system in favour of a single lens. At a time when even mid-range models offer versatile camera packages, Apple’s decision may seem like a step backwards.
The company is putting everything on the line, hoping that the advanced software and power of the A19 Pro processor will compensate for the physical limitations of the hardware. This assumption, along with promises of battery life, will be the most serious test for the new device.
Users and reviewers will no doubt test whether the marketing claims of battery performance in such a thin form factor are covered in reality.
The pricing context is also interesting. The placement of the iPhone Air in the middle of the range, with a starting price of $999, makes it a direct competitor in the US market to Samsung’s flagship models such as the S25 Edge, which is slightly thicker than it. Keeping the prices of the other models – the iPhone 17 and 17 Pro – unchanged, despite the pressure of tariffs in the States, shows Apple’s determination to defend its market position overseas.
And what is it like in Poland? The starting price of the iPhone Air is PLN 5299 for the 256 GB version, which puts it at a similar level to its biggest competitor, the Samsung S25 Edge. Pre-orders for the smartphone will start on 12 September, with availability assumed for 19 September 2025.
While competitors, notably Google, loudly communicate their advances in generative artificial intelligence, Apple remains true to its strategy. Instead of making big announcements about AI features, the company is focusing on hardware-level integration.
The new A19 Pro processor is optimised for AI tasks, and the introduction of proprietary communication chips – the C1X modem and N1 Wi-Fi chip – is another step towards full vertical integration and independence from vendors such as Qualcomm and Broadcom.
This is a quiet revolution to give Apple an edge in performance and energy efficiency.
Ultimately, the iPhone Air is more than just a new product for Apple. It’s a demonstration of strength in an area where the company has always felt it is a leader – hardware design. But is the market willing to sacrifice camera versatility for an ultra-thin body?
The success of this model will determine whether the bold return to its roots was strategic genius or merely a risky experiment in the increasingly crowded premium smartphone segment.
