CUPERTINO, California: Apple’s thinnest iPhone yet has arrived, and analysts say it could be just the spark the company needs to reinvigorate its smartphone lineup.

Unveiled on September 9, the iPhone Air marks Apple’s boldest design shift in nearly a decade. Its body is slimmer than rival Samsung’s latest model and is powered by Apple’s most advanced processor to date.

The 5.6-millimeter-thick iPhone Air features circuitry condensed to the size of postage stamps, a titanium frame, and “ceramic shield” glass for added durability. It runs on Apple’s new A19 Pro chip, optimized for artificial intelligence tasks, alongside two custom communications chips.

At Apple’s Cupertino headquarters, CEO Tim Cook opened the launch event by invoking a quote from Steve Jobs: “For us, design goes beyond just how something looks or feels. Design is also how it works.” The presentation evoked memories of Jobs’ 2008 MacBook Air unveiling, when he famously pulled the laptop from an envelope to highlight its thinness.

While many had predicted a subdued response, the crowd’s cheers suggested otherwise. “I heard loud claps the moment it was announced,” said Gaurav Chaudhary, the YouTuber known as Technical Guruji. He praised the device’s materials but said he still wants to test Apple’s battery life claims.

The iPhone Air leads a four-device lineup that also includes the iPhone 17, 17 Pro, and 17 Pro Max, giving customers a wide range of options at different price points. Still, doubts linger about whether consumers will accept the Air’s single-camera design, compared with two lenses on the base iPhone 17 and three on the Pro models.

Analysts said the Air could prove particularly important in China, where Apple has lost market share to slimmer, locally made devices. PP Foresight’s Paolo Pescatore said the phone “reinvigorates the whole segment of iPhone,” while Creative Strategies’ Ben Bajarin called it “miniaturization at its finest.”

Battery life remains a question, though Apple’s long focus on energy-efficient chip design may give the Air an edge. Analysts also noted the absence of new artificial intelligence announcements, a gap that leaves Apple trailing rivals like Google, which has used its latest Pixel phones to showcase AI tools.

Priced below Samsung’s Galaxy S25 Edge and positioned in the middle of Apple’s lineup, the iPhone Air is expected to be a strong seller in the upcoming holiday season. IDC analyst Nabila Popal said it could outperform Samsung’s device, predicting upgrades from users drawn to both its sleek design and competitive pricing.

“Apple’s late, but when they do it, they do it bigger or louder or better than anyone,” Popal said.