What Apple admitted when launching the iPhone Air

By selling the iPhone Air along with cases and straps, Apple seems to be acknowledging that users no longer use smartphones in the traditional way.

The back of the iPhone Air. Photo: Gizmodo .

"This is something we've dreamed of for a long time: creating an incredibly thin iPhone," Molly Anderson, Vice President of Industrial Design at Apple, shared about the iPhone Air, the device that was just launched at the September 9th event.

At 5.6 mm thick, the iPhone Air became Apple's thinnest smartphone to date. In an interview with the WSJ , Apple executives shared their ideas for developing the ultra-thin iPhone and who would be able to buy it.

Who would choose the iPhone Air?

Throughout the interview, Apple representatives repeatedly emphasized the slim and lightweight design of the iPhone Air. Alan Dye, Vice President of User Interface Design, stressed that this is a new step towards "the single-piece glass design that Steve Jobs once spoke of."

"It feels like the phone will fly every time you hold it in your hand," CEO Tim Cook added.

According to the WSJ , Apple made some design adjustments to ensure the iPhone Air's size didn't compromise performance. However, being 36% thinner than the iPhone 17 Pro, it's impossible to compare battery life or camera quality between the two devices.

Apple placed its faith in the new direction of the iPhone Air, focusing on the feel in the hand rather than functionality. The company wanted users to buy the product thinking, "This is the most stylish device on the market."

The trade-off between functionality and design certainly makes users hesitate when choosing the iPhone Air. However, Anderson admits that she wanted to "make things a little more difficult for users" this year, rather than simply upgrading the previous generation.

“I like that this choice is difficult,” Anderson said. She also compared the iPhone Air to the iPhone 17 Pro, a device better suited for photographers, filmmakers, and content creators. To convey that message, the iPhone 17 Pro adds a cosmic orange color option.

The slimness of the iPhone Air. Photo: CNN .

Attendees at the event also had clear opinions. “The iPhone Air attracted me at first sight. I want to switch because they’re so cool,” said Lev Tanju, co-founder of the London-based roller skate brand Palace.

Tanju is the ideal customer profile for the iPhone Air that Apple hopes will choose. The WSJ describes him wearing an Apple Watch along with a Chrome Hearts bracelet, a brand favored by rock stars and creative directors.

Although the iPhone 17 Pro seemed more reasonable, Tanju still considered the iPhone Air due to the nature of his work, which involves skateboarding, fashion, and image building. The appeal of the iPhone Air made him willing to "look a little closer" when zooming in on photos.

Deyan Sudjic, Director Emeritus of the London Design Museum, added more about Apple's annual pressure to innovate.

"Being expected to reinvent the first smartphone, which was already very impressive, is truly an impossible task," Sudjic emphasized. He argued that the iPhone Air attempts to spark innovation in different circumstances, especially as "design wizard" Jony Ive is collaborating with OpenAI on the development of new AI devices.

It's not just a phone.

In the interview, Anderson mentioned the idea that phones are now not just for use, but also as a fashion accessory to wear. With that in mind, Apple launched a series of cases and straps for the iPhone Air.

Stylist Gabriella Karefa-Johnson expressed surprise that the delicate trend in the fashion industry is now making its way into the technology sector.

“As my bags get smaller but my phone gets bigger, it’s making it difficult to organize. Although my current phone works perfectly, I might buy an iPhone Air,” Karefa-Johnson told the WSJ .

Anderson and Dye both mentioned the trend of young users wearing iPhones in interesting ways, and many accessory companies also sell phone straps.

Apple also sells cases and straps, turning the iPhone Air into a fashion accessory. Photo: Apple .

It's not a new trend. However, selling phone cases and straps shows that Apple is open to people no longer using iPhones in the traditional way.

“When something becomes a part of you, it needs to reflect that style. We want to say that the personalization of the product is so high that it needs to express your style. You are the best person to decide that,” CEO Tim Cook emphasized.

Speaking to the WSJ , Lena Dunham said she always views her phone as a device to express her preferences, changing the phone case to match her mood and decorating it to become an accessory that reflects her personality.

There are still drawbacks.

Unlike the iPhone 17 Pro, which has many details on its back, the iPhone Air has a sleeker design. According to Anderson, this enhances the slimming effect and gives it a distinctive feel.

"Such a sleek appearance evokes a different feeling about the nature of the phone, how people use and wear it," Anderson emphasized.

According to the WSJ , more than one billion Apple users will consider upgrading to the iPhone Air when the device goes on sale on September 19th, especially when faced with trade-offs between features and design.

“People will really struggle. You know, the iPhone 17 Pro is beautiful and great too. However, I think the lighter, more stylish, and less heavy feel when carrying it around will make a different experience,” Anderson added.

The design of the iPhone Air (left) and iPhone 17 Pro. Photo: Tom's Guide .

Sudjic admitted that the iPhone Air looks quite good when paired with a fitted Italian suit, but its slimness is still a drawback.

"You might wonder if this slimness is really necessary. Every time you get on a plane, nobody wants to be fumbling around looking for their phone when it falls into the seat slide," Sudjic added.

Most attendees at the event indicated they would use both the iPhone Pro and the iPhone Air. According to Cook, which one to use "depends on personal preference." He would choose the iPhone Air when he "wants to float in the air."

Of course, everyone has their own style. Dunham still prioritizes sturdy smartphones and the best possible camera. Based on the orange hues in Taylor Swift's Life of a Showgirl album, she asserted that she would "keep an eye on the orange" of the iPhone 17 Pro.

Details of the thinnest iPhone Air ever: The iPhone Air attracted all the attention when Apple introduced it at the same time as the iPhone 17 series, thanks to its unusually thin design.

Source: https://znews.vn/iphone-sieu-mong-co-mo-ra-xu-huong-moi-post1584674.html