"Announced today, the iPhone Air will debut on September 19 for $999. Its selling point? The iPhone Air is 5.6mm thick. Except for the camera-that part still sticks out. "Truly amazing" and "unlike anything you experienced before," according to CEO Tim Cook, the iPhone Air is Apple's attempt to reignite excitement in the iPhone business, which hit a 6-year low in new activations last year as people decide to stick with their perfectly adequate phones for longer."
"On one hand, a thinner iPhone seems to be a page right out of the playbook of Steve Jobs and Jony Ive. "This is classic Apple!" you might think. Thinness was a gimmick during Apple's golden age, but it was a beloved one. Apple might have advertised thinness as a feature, but it didn't define the design unto itself. Thinness was but one advancement that enabled it to rethink entire product categories."
Apple announced the iPhone Air, a 5.6mm-thick smartphone scheduled to launch on September 19 for $999. The camera continues to protrude even as the body becomes extremely thin. CEO Tim Cook called the device "Truly amazing" and "unlike anything you experienced before," positioning the model as a bid to reignite excitement after a six-year low in new iPhone activations. Apple's focus on thinness traces back to the 2001 iPod, which packed thousands of songs into a deck-of-cards-sized device despite remaining relatively heavy. Subsequent iPod generations grew thinner and developed a distinctive design language, and the 2004 iPod mini pursued a smaller, more colorful pocket-music ideal.
Read at Fast Company
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