It seems absurd: an airline trying to channel Apple. Can an airline fly as high and smooth as the tech icon?
After a few days with United Airlines – testing Starlink in the sky and previewing its next-generation “Elevate” cabins – the comparison stopped feeling like an impossible step and more like a strategy.
United Airlines will celebrate its 100th anniversary next month on April 6, 2026, and although it faces stiff competition in the United States and on the global stage, it has experienced something of a renaissance in recent years.
Article continues below
The company replaced smaller planes with larger ones, improved the in-seat experience with redesigned interiors, capitalized on a next-generation Wi-Fi product and doubled down on infrastructure in ways that passengers actually see – and employees feel behind the scenes.
Today, my focus is largely on technology and consumer electronics, but after attending United Elevated, the idea that United wants to be the Apple of airlines, not just a better airline, started to make sense.
It all really began to sink in when I was sitting in one of its hangars at Los Angeles International Airport this week, where United showed off its latest plane with a raised interior — a massive Boeing 787-9 — and several other eye-opening announcements, including more planes.
Reaching Apple-like heights might seem a bit lofty, but the more time I spent with what United was building, the more it clicked.
To be fair, United Airlines CEO Scott Kirby basically said it first: “We’re trying to copy Apple’s supply chain approach” for what the airline does with engines, adding, “we’ll do that for other things as well.” »
Yes, this comment came in response to a question about supply chain strategy and pricing, but it is telling. Even in this narrower context, it offers a window into how United think more broadly.
And honestly, you can see it.
United has long partnered with Apple and is quickly adopting its ecosystem. It rolled out Bluetooth connectivity for seatback screens and highlighted it with AirPods, integrated with the Find My network so you can share an AirTag if your bag goes missing, and its app was early to support things like Live Activities and Dynamic Island.
None of this is revolutionary in itself. But together, it starts to sound familiar – like an airline trying to create a more connected, cohesive experience instead of just layering features.
This appears more clearly in the app.
The application becomes central to the experience
Over time, United turned it into something closer to a travel control center than a simple boarding pass. Boarding groups are easier to see, ConnectionSaver proactively helps with tight transfers (provided it doesn’t delay an on-time departure), airport maps make navigation less of a guessing game with step-by-step directions, and baggage tracking takes away some of the usual anxiety. More recently, the “Travel” experience has been redesigned to put everything front and center in the days leading up to as well as the day of departure.
Again, none of these changes individually are huge changes. But that’s kind of the problem, and United were first for many of them, and with great ability to squash the bugs. Other airlines, including Delta, JetBlue, and American, have added these similar features, but none were the first.
It’s the same playbook that Apple has used for years: iterate, refine, and stack improvements until everything is more pleasant to use. Innovation isn’t always obvious, but it’s noticeable when everything works as expected. Similar to the Cupertino-based tech giant, it’s clear that United isn’t necessarily rushing into major updates or even smaller ones.
Of course, not all bets paid off.
For a time, United moved away from seatback screens on some planes, turning instead to streaming on personal devices. It was a forward-thinking idea, but it didn’t quite fit the goal of delivering a consistent, premium experience across the board. Today, the airline is correcting its course by bringing screens back into its next-generation cabins. It’s a process, though, and some planes still fly without seatback screens.
This desire for consistency extends beyond the software.
United has generally taken a more unified approach to its premium cabins, particularly Polaris, compared to competitors like Delta Air Lines, which has introduced multiple versions of its Delta One seat on different planes. With its “United Elevated” strategy, this consistency becomes more deliberate, extending from wide-body aircraft to narrow-body aircraft and even regional aircraft. It also ensures large OLED screens at every seat – these were particularly punchy and dynamic – as well as power and USB-C ports, even in economy.
And then there’s Wi-Fi.
Cabins, seatback screens and Starlink Wi-Fi show desire for consistency
By rolling out fast, free Starlink connectivity – and tying it to loyalty – United is making internet access an essential part of the experience, not just an add-on. It’s not just about having Wi-Fi; it’s about having Wi-Fi that works well enough, consistently enough, that you start to expect it every time you fly. It’s a process, though, and while 344 planes currently benefit from enhanced connectivity, it will be the end of 2027 before Starlink is on every plane in United’s fleet. Other airlines have offered free Wi-Fi, like Delta and JetBlue, but United Airlines is the first to work to equip its entire fleet with a much faster standard. It’s likely other airlines will eventually go this route, with American Airlines reportedly in talks with Starlink and JetBlue opting for Amazon’s Leo, formerly Project Kuiper.
Despite this, it’s a very Apple-like approach: set a high baseline and don’t go back. This is doubly the case if United does it first or sets the tone, then asks other airlines to copy it.
But here’s the reality: Airlines aren’t iPhones, iPads, MacBooks, or even any sort of consumer electronics analogy.
Apple controls hardware, software and services. It can be designed with consistency in mind because it owns the entire stack, and we’ve seen that flourish across the board, especially with the advent of Apple Silicon. Airlines do not benefit from the same level of control.
Weather, air traffic control, airport congestion, maintenance: much of the flying experience is beyond the control of airlines. Even under their control, fleets are mixed, configurations vary and not all aircraft can be brought to the same level overnight.
So what United are looking for – consistency – is also the hardest thing to achieve. And this is what makes this strategy interesting and what we must continue to monitor.
The goal may not be to eliminate all variables. Maybe it’s just to soften the passengers’ real feelings. If the app is clear, the Wi-Fi works, the seat feels familiar, and when something goes wrong the problem is dealt with quickly, the overall experience can still feel…reliable, even if the system behind it isn’t perfect.
If Apple’s premise is “it works,” then United Airlines is trying to take that idea to 35,000 feet – turbulence and all. And it might have started showing its cards with the one-day event in which it showcased its new lifted Boeing 787-9, a reimagined CRJ450, countless demonstrations, fireside chats and executive speeches. It all seemed very Apple event-y – albeit in a location that might even rival Apple Park for views. I mean, there’s nothing better than a sound system for music and speakers that can be heard on an active taxiway and runway, right?
I contacted Zach Griff, a travel expert and author of From the tray tableon this idea, and he shared: “Just look at how United took inspiration from Apple at Tuesday’s event. It referenced the company several times – both overtly in how it wants to emulate Apple’s supply chain strategy and, more subtly, in how it was primed with a ‘one more thing’ style reveal. United wants to be to airlines what Apple is to technology.”
That last thing was an upgrade to Economy, dubbed Relax Row – essentially the ability to book three Economy Plus seats with leg rests that lift up to create a bed that takes up an entire row, paired with bedding, pillows and stuffed animals. It will likely be a hit for long-haul routes, as it is expected to debut on the 777 and 787 in 2027 and be much cheaper than Polaris.
In short, United have an audacious goal ahead of them. Maybe even impossible. But for an airline about to turn 100, it’s a pretty compelling direction to take.
Follow TechRadar on Google News and add us as your favorite source to get our news, reviews and expert opinions in your feeds. Make sure to click the Follow button!
And of course, you can also follow TechRadar on YouTube and TikTok for news, reviews, unboxings in video form, and also receive regular updates from us on WhatsApp.
