Apple used its iPhone 17 keynote to send a clear message: design is once again at the core of its identity. This theme ran throughout the event as the company introduced the iPhone 17 lineup and the all-new iPhone Air, emphasizing that its future devices will be shaped by aesthetics and engineering working closely together. The push comes six years after legendary design chief Jony Ive departed the company, leaving Apple’s design group in a period of uncertainty.
Following Ive’s 2019 exit, Apple’s hardware design department experienced significant turnover. Many of Ive’s longtime collaborators followed him to his new studio, LoveFrom, while others took roles at different companies. The departures raised questions about whether Apple could maintain its reputation for groundbreaking design without the team that created iconic products such as the iMac, iPod, iPhone, and Apple Watch.
Now, with its 2026 strategy beginning to take shape, Apple is pitching what Bloomberg described as a “return to design roots.” This approach highlights thinner hardware, premium materials, and a renewed focus on the small details that defined Apple’s past successes. The iPhone Air, the company’s thinnest large-screen iPhone yet, is central to this plan. Its design-first engineering decisions, including the move to eSIM only, show Apple is willing to make bold changes in order to achieve the form factor it wants.
Design-first strategy for 2026 and beyond
Apple’s emphasis on design at the iPhone 17 keynote represents more than marketing spin. It reflects a deeper product roadmap that could reshape the iPhone lineup by pushing toward more premium models. Reports suggest Apple is preparing to introduce $2,000 iPhones in the near future, positioning them as ultimate status devices built on advanced materials and refined design. This mirrors earlier transitions, such as when Apple shifted the MacBook Pro and iPad Pro lines toward thinner yet more powerful builds.
The iPhone Air’s regulatory delay in China, which stems from the government’s cautious approach to eSIM approval, shows that Apple is willing to accept short-term challenges to achieve long-term design goals. By removing the physical SIM slot, Apple gained the space needed to slim down the hardware. This decision echoes past changes, such as eliminating the headphone jack to enable water resistance and larger batteries.
Jony Ive’s shadow and Apple’s future
Even years after his departure, Jony Ive’s influence continues to loom over Apple. He was known for pushing designs that were sometimes criticized as prioritizing looks over practicality, such as the ultrathin MacBooks with butterfly keyboards. Since then, Apple has balanced that design philosophy with more functional updates, including larger batteries, improved cooling systems, and rethought ergonomics on MacBooks and iPads.
Apple’s latest messaging suggests it believes it has found that balance again. The iPhone Air is thin but not fragile, pairing design elegance with durability testing that Apple has highlighted in recent demonstrations. Similarly, the iPhone 17 Pro lineup continues to offer premium finishes but shifted from titanium to aluminum this year to reduce weight and improve structural balance. More details on this transition can be found in the iPhone 17 Pro aluminum change report.
Why this matters for customers
For customers, Apple’s renewed design push could mean a new wave of devices that are not only more expensive but also more distinctive. The company is betting that people are willing to pay a premium for products that combine advanced technology with refined design. This strategy also sets Apple apart from rivals like Samsung and Google, which often prioritize hardware specifications and AI features over consistent design language.
If successful, the return to design roots will reinforce Apple’s long-standing identity as a company that treats hardware as art. It will also test whether today’s consumers value thinness, materials, and aesthetics as much as they once did, especially at higher price points.
