Apple’s latest showcase put a spotlight on the iPhone Air, an exquisitely engineered device that is the company’s thinnest smartphone ever at 5.6mm. Priced at $999, its “spacecraft titanium” body and sleek profile were presented as the “biggest leap ever.” However, beyond its impressive physical design, questions linger about the level of groundbreaking innovation in this year’s lineup.
While the new iPhone 17 family boasts expected upgrades like faster processors, better battery life, and a clever dual-filming camera mode, the event was conspicuously light on major software or AI-driven breakthroughs. The much-anticipated overhaul of Siri remains delayed, and “Apple Intelligence” was barely mentioned, leaving Apple appearing a step behind rivals in the generative AI race.
The most significant new software feature announced was for a different product entirely: the AirPods Pro 3. The earbuds now support live translation, a powerful tool that brings Apple up to speed with a feature Google’s Pixel Buds have offered for years. Similarly, the Apple Watch’s new hypertension alerts are a welcome health addition but represent an incremental, not revolutionary, step.
As consumers weigh the $999 price tag for the iPhone Air, they will be deciding if its stunning industrial design is enough of a draw. While the phone is promised to be durable and feature-rich, the event suggests Apple’s current focus is on perfecting hardware form rather than pioneering the next wave of intelligent, AI-powered user experiences.