iPhone Air is the model that changes the way you choose a phone (and the secret is in its name)

What does it say about Apple that its new iPhone Air doesn't have a number? And what does it reveal about its long-term vision that this model is simply called Air , as if it already belonged in a separate category beyond the annual generation? In a market where constant change is the norm, this small but significant branding decision opens up a larger conversation about how the future of personal devices is being thought about.

At first glance, the new iPhone Air appears to be simply a thinner, lighter, and more stylish version of the iPhone 17 . But just looking at the detail of the name is enough to understand that Apple wanted to send a more ambitious message : the Air might not be a further step on the iPhone's evolutionary ladder, but rather an alternative rung . A model that doesn't follow the incremental logic of the rest of the range, but rather aims to outlast the annual cycle . And that, in times of saturation and increasingly longer renewal cycles, matters when choosing which phone to buy.

Apple has been meticulous in the way it names its products. Calling it simply the iPhone Air , without any numbering, is a decision that shouldn't be overlooked. This strategy is reminiscent of the iPad Air or the MacBook Air , devices that don't respond to the annual renewal rate but instead remain relevant for several years .

By removing the number, Apple is discontinuing this model from the flow of annual releases , aiming for a different conceptual and commercial longevity.

The Air moves away from the nomenclature that explicitly links a model to its generation. And in that subtle shift lies a key: this iPhone is designed not to be the model "of the year," but to become the iPhone for the type of user who prioritizes design and convenience over raw power or extreme battery life .

Furthermore, this type of naming frees the device from the shadow of the Pro or the base 17, giving it its own timeless identity . It's, in essence, a branding move. A repositioning that allows Apple to expand its range without fragmenting its narrative .

Since the disappearance of the Plus model—which offered a large screen without reaching the level of the Pro Max—Apple had left a gap for those looking for size without the cost of the higher-end model. The iPhone Air arrives to fill that gap, but it doesn't do so by replicating the formula : its approach is different.

The Plus was a model of size and battery. The Air is one of size and design . It gives up on battery life compared to the 17 and the Pro, but in return offers an unprecedented lightweight experience in an Apple phone. At just 5.6 mm thick , it becomes the thinnest iPhone ever made, thinner even than the legendary iPhone 6. For many, that tactile sensation, that ultra-light profile, will be more decisive than a few extra hours of battery life .

The iPhone Air inherits the Plus's screen size (6.5 inches), but takes it to a new level: that of physical minimalism. It's a device that champions comfort as a purchasing criterion . And that makes it a proposition with a distinct target audience: not the power user, but rather the user looking for a beautiful, fluid, and lightweight tool.

For years, the decision to buy an iPhone revolved around three axes: price, size, and cameras . But with the Air, Apple introduces a fourth element: design as a selling point . Not just in aesthetic terms, but in the physical experience: the weight, the thickness, the smoothness of the 120Hz panel. Everything about the Air is meant to be perceived rather than seen .

The 120Hz display, a feature previously reserved for the Pro models, becomes an aspirational status symbol within the mid-to-high-end range. Its inclusion could cannibalize sales of the iPhone 17 , whose panel remains at 60Hz. But it also cements the Air as a "desirable" object, not just a useful one.

On the other hand, its limitations are no less significant: lower battery life and a lack of advanced lenses . The Air doesn't have a wide-angle camera or a periscope telephoto lens. And that matters, especially for those who use their phone as their main camera. Design wins here, but at a cost.

Despite its design focus, the iPhone Air doesn't skimp on power . With the new A19 Pro processor and 12GB of RAM , it matches the performance of the iPhone 17 Pro. Its GPU triples the performance of the A18 Pro and enables fluidity in demanding tasks. The new C1X modem also reinforces Apple's commitment to reducing its dependence on Qualcomm and moving towards full integration of its own hardware.

The N1 chip for Wi-Fi and Bluetooth, the Dual Capture system for simultaneous recording, and the front-facing sensor with Center Stage in landscape mode point to a technically versatile device, but with different priorities. The internal structure has been optimized to maximize battery life within a minimal body , but it doesn't seek to compete with the Pro Max's battery life.

The message here is clear: you don't need to sacrifice power to have a distinctive design . But you do have to compromise on other things: extreme battery life or a periscope camera.

Apple has built a clear ladder in its catalog:

• The SE as a gateway that will probably not be renewed.
• The e models as the functional and affordable option.
• The iPhone 17 , balance for everyone.
• The iPhone Air , design and fluid experience with a non-annual renewal.
• The Pros , with the latest advances.
• And the Pro Max , for those who want an even bigger screen

With this structure, the Air doesn't just replace the Plus: it reinvents its role . It's an iPhone that, without being the most powerful or the most complete, may be the most desirable . It's a positioning move that strengthens the range without competing head-to-head with the Pro, but it may force more than one to reconsider whether they really need three cameras or a two-day battery life when they can have a titanium gem in their pocket .

The risk exists: if customers expect the Air to have a "full" experience like the Pro and encounter limitations, disappointment may arise. But if communicated well, this model can create its own category . Not because of its specs, but because of its feel.