The iPhone Air has drawn plenty of attention for its sleek design and ultra-thin profile, but many believe Apple could have positioned it differently. Rather than placing it alongside the rest of the lineup, this model might have shined as a high-end luxury device with a premium price tag. While the iPhone Pro series is marketed as Apple’s top tier, it doesn’t always carry the aura of exclusivity that comes with true luxury.
For years, the iPhone itself was viewed as a status symbol, the kind of product that stood out as aspirational. Today, however, it has become far more mainstream, especially as Android brands continue to dominate global sales. The iPhone Air could have been Apple’s chance to reclaim that luxury space, but instead, the company kept it within reach of a broader audience.
Some argue that Apple should have taken bolder steps with the Air, even considering the removal of the USB-C port in favor of a portless design. Moves like that once defined Apple as a company willing to take risks and set new industry standards. In the days of Steve Jobs and Phil Schiller, “courage” was part of Apple’s brand identity, often challenging expectations with bold design choices.
But Apple today is not the same company it was two decades ago. Under Tim Cook’s leadership, the focus has shifted toward operational efficiency, predictable growth, and mass appeal. This strategy has undeniably worked—Apple’s revenue and market reach have soared—but it has also led to a more cautious approach to innovation. Some recent efforts, particularly in artificial intelligence, have fallen short of expectations.
Even so, Apple still sets the bar when it comes to hardware quality and ecosystem integration. Its tightly controlled supply chain and custom-built components allow it to deliver seamless performance in ways competitors struggle to match. This reliability has cemented Apple’s reputation as a safe, trusted choice for consumers, even if it is less daring than in the past.
The iPhone Air shows that Apple can still craft a stunning piece of hardware, but whether it becomes a true luxury symbol depends on how far the company is willing to push. For now, Apple continues to thrive as the leader in hardware craftsmanship, while the question remains: will it ever take the leap back into bold, risk-taking innovation?