Apple’s “Awe-Dropping” Moment is a Bet on the Power of Thin

The theme of Apple’s fall event, “awe-dropping,” was a clear bet on a single, powerful idea: in the world of consumer electronics, thin is still in. The centerpiece of this strategy is the iPhone Air, a device whose primary selling point is its astonishing 5.6mm profile. Apple is gambling that this dramatic reduction in size is enough to generate genuine awe.
This focus on miniaturization is a classic Apple playbook move, harking back to products like the iPod Nano and the MacBook Air, which stunned audiences with their impossibly slender designs. The company is seeking to recreate that magic, using advanced materials like “spacecraft titanium” to make it possible without compromising on strength.
The entire narrative of the event was built around this concept. CEO Tim Cook called it the “biggest leap ever” for the iPhone, a claim based not on a new software paradigm, but on a physical transformation. The $999 price tag is attached to an object whose value is communicated, first and foremost, through its elegant and minimalist form.
In an industry increasingly focused on complex AI features and software services, Apple’s bold return to the primacy of industrial design is a fascinating strategic choice. The success of the iPhone Air will reveal just how much “awe” a few millimeters of difference can still inspire in the modern consumer.