At its latest event, Apple’s biggest competitor seemed to be its own legacy. CEO Tim Cook repeatedly framed the launch of the iPhone Air not as a response to rivals, but as an effort to surpass Apple’s own past achievements. He stated that after setting a “new standard” in 2007, “today we’re raising the bar once again.”
This narrative positions the iPhone Air as the next evolutionary milestone in a long line of iconic Apple designs. The focus on its 5.6mm thinness and titanium construction is a direct attempt to recapture the sense of wonder that accompanied earlier product reveals, like the original MacBook Air.
The “awe-dropping” tagline for the event reinforces this theme of self-competition. The goal was to create a product so visually and tactilely impressive that it would feel like a generational leap, even if the underlying technology is more of an evolution. Apple is betting that its ability to outdo itself in the realm of industrial design remains a powerful marketing tool.
While other companies are locked in a battle over AI features or camera megapixels, Apple appears to be playing a different game. With the iPhone Air, it’s competing against the memory of its own greatest hits, aiming to prove that it can still deliver a piece of hardware that simply makes you say “wow.”