"Sure, it's thinner - but that slim profile comes with some many costs (including in the literal sense). The battery life is the weakest of the bunch, hence the announcement of a special battery pack. It only packs a single camera lens (can it really darken the door of our best iPhone for photography roundup?). And it starts at a whopping $999. And yet - yet! - somehow, Apple has made me want one."
"That MagSafe Battery Pack that you might call a necessary evil? Look how much thinner and lighter it looks than the previous battery pack! That previously unsightly horizontal camera bump? Now I know it's called a 'Plateau', it's suddenly beautiful! That shiny mirrored finish that harks back to older stainless steel models? Truly futuristic! The way the phone becomes the 'I' in the ad's 'Air' typography? Ingenious! That £999 price? Nothing for such a beautiful object!"
The iPhone Air emphasizes extreme thinness and a glossy, mirrored finish that evokes older stainless steel models. The design sacrifices include the weakest battery life in the lineup, a single rear camera lens, and a starting price near $999. Apple pairs the product with a MagSafe Battery Pack and reframes design elements—like the horizontal camera bump labeled a 'Plateau'—as aesthetic features. Promotional imagery and a calm ad soundtrack present the device as lightweight and floating, increasing desire despite practical compromises. Effective marketing and styling make the phone feel essential and futuristic even to skeptical consumers.
Read at Creative Bloq
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