I’m baffled by the iPhone Air – but there’s a bigger picture to see

Apple’s new iPhone Air certainly looks impressively thin, and I do kinda like its styling. But it’s also left me baffled.

One could be cynical and dismiss the iPhone Air as a response to the Samsung Galaxy S25 Edge, with Apple playing at beating Samsung, its main Android phone rival. But Apple has legions of iPhone fans, and while I and other technology journalists love to pit products from the Cupertino crew against South Korea’s finest, I don’t think Apple really needs to compete with Samsung.

Rather, what has me scratching my head is the combination of price and specs for the iPhone Air.