Apple Unveils iPhone Air in Bold Move to Revitalise Product Line
Apple CEO Tim Cook channelled the spirit of Steve Jobs as he introduced the iPhone Air, marking the biggest shift in the iPhone lineup in eight years. Speaking at Apple’s annual launch event in Cupertino, California, Cook opened with a quote from Jobs: “For us, design goes beyond just how something looks or feels. Design is also how it works.”
The iPhone Air stands out as Apple’s slimmest handset yet, measuring only 5.6 mm thick. This makes it even thinner than Samsung’s S25 Edge, which comes in at 5.8 mm. Despite its slim frame, the iPhone Air delivers on Apple’s promise of all-day battery life. The internal circuitry has been reduced to the size of a few postage stamps to make room for this innovation.
Four New iPhones Offer Broader Appeal
Alongside the iPhone Air, Apple also launched the iPhone 17, 17 Pro, and 17 Pro Max. The broader range is designed to attract users across different budgets, a move welcomed by some analysts. Although expectations were low before the event, the reaction was more positive afterwards.
Morgan Stanley analysts noted they were more impressed with the iPhone Air than anticipated. They believe it could help boost iPhone upgrades over the next year. However, they also highlighted a potential drawback. The iPhone Air uses an eSIM, which may limit sales in China, where eSIMs are subject to strict regulations.
Investor Concerns Over Innovation and Profit Margins
Despite the new launches, Apple shares fell by more than 3% on Wednesday. Investors expressed concern over the lack of price increases, which may hurt profits, especially in light of ongoing tariffs from the Trump administration. There were also doubts about whether the iPhone Air would live up to its battery life claims.
Another sticking point was Apple’s progress in artificial intelligence. While competitors like Google have showcased powerful AI features through tools like the Gemini model, Apple offered little detail on how it plans to compete in this area. Some investors remain sceptical of Apple’s innovation strategy.
Thomas Hayes, chairman of Great Hill Capital, commented, “Apple’s not really innovating… they’re still behind the eight ball on A.I., and the market is a little bit sceptical.”
Apple Lags Behind Tech Rivals in Market Gains
Apple’s stock performance has struggled in 2025. Excluding Wednesday’s drop, it has declined by 6.4% this year. In contrast, competitors such as Microsoft and Nvidia have seen strong double-digit growth. Despite this, Apple remains the third-most valuable company in the S&P 500, with a market capitalisation of $3.5 trillion.
with inputs from Reuters