Slim is beautiful: Apple falls back on design

WITH A NEW LINEUP, IPHONE MAKER ENTERS THE FESTIVE SEASON WITH A BANG

- SUDHIR CHOWDHARY

MOVE OVER AI. Battery power and device size is back as a smartphone selling point. That, at least, is the message from Apple's latest iPhone lineup; the tech giant has introduced both a thin version of the iPhone as well as updated Pro and basic models of the device. The launch of the iPhone Air (thinnest iPhone at an incredible 5.6mm) is the first major redesign of the iPhone in years. As CEO Tim Cook called it, the "biggest leap ever for the iPhone".

The iPhone 17 Air demonstrates Apple's miniaturization prowess with a slimmer profile and enhanced battery performance, modernizing aesthetics while setting the stage for future form factors, potentially including foldables. While Apple did talk about AI in its new lineup, there is a strong emphasis on more mundane features of the phones such as their durability. It's a good bet given that the average phone buyer doesn't yet care too much about AI features on phones. Moreover, consumers have long complained about inadequate battery power or phones that break too easily.