Following Apple’s “Awe Dropping” event on 09 September 2025;

Anisha Bhatia, Senior Technology Analyst at GlobalData, a leading data and analytics company, offers her view:

“Apple introduced eight new devices at its Awe Dropping event, but all eyes were on the new iPhone Air, which represents a clear strategic play to reassert differentiation through industrial design. At 5.6mm thin, the iPhone Air is among the slimmest flagship phones available in the US and is slimmer than Samsung’s Galaxy S25 Edge (5.8mm).

“Priced at $999, the model is positioned as a premium, yet value-competitive, offering relative to key rivals. Beyond aesthetic appeal, the device combines high-end materials (titanium unibody, Ceramic Shield on the back and Ceramic Shield 2 on the front) with Apple’s latest silicon (A19 Pro) and updated wireless chips, indicating the company is balancing form factor leadership with performance parity.

“Apple intends to capitalize on the iPhone Air’s distinctive slim profile to address perceptions around its artificial intelligence (AI) capabilities and to stimulate heightened market attention. Given its $999 price point, $100 less than the Galaxy S25 Edge, the device is positioned to capture meaningful consumer interest, drive partner promotions, and generate measurable sales momentum in the near-term. While regional adoption rates may differ, the broadening interest in ultra-thin form factors underscores a growing opportunity set for carriers and manufacturers to cultivate demand across diverse markets.”