Where is Apple's marketing team?
This is exactly what I asked myself upon the introduction of iPhone Air.
Because I work and live in a cross platform environment, carrying an Android and iPhone daily, I pay attention to the entire smartphone market globally. Despite having the Samsung S25 Edge, I was interested in Apples equivalent in the thin and light category, so I purchased an iPhone Air.
As competitors and despite the fact that the Edge was the first to market, Apple released the Air with several shortcomings that are blatantly obvious despite the fact these two are nearly identical in size.
Two cameras vs only one
Two stereo speakers vs only one monaural
Battery: 3900 mAh vs 3149 mAh
Display: 6.7" vs 6.5"
So there you have it, a woefully weak competitor before we even talk about marketing.
Upon release I expected Apple would engage their professional world class marketing team and promote the iPhone Air with all of their expertise. When I went into the store to buy mine on day one, the phone was getting very little attention and it was just business as usual. The distinct lack of promotion from the beginning was shocking.
Despite the many shortcomings I decided to buy the phone as I wanted the experience, and being deeply immersed in the ecosystem it made sense for me. Fast forward to the present, I find it's a good but not excellent iPhone. The drawbacks make it a phone I cannot recommend, as it's simply overpriced and has too many shortcomings.
