it's not that nobody would have wanted the device if it worked well - I'm sure lots of people would

BUT

Apple already has a battery problem - most iphone users are running from charger to charger, or using the fancy new magnetic batteries to be able to use their phones all day long. People have been asking for more battery for years. The solution isn't a phone that still costs a bucket and has even less battery. If they'd positioned it at a better price-point, they would have picked up the correct market - mid-range phone users. Instead, they priced it up at the level where you can easily get a better phone and would need to have some desire for the iphone air _specifically_ instead of any of the other great options.

IOW, yes, it's a fail - but what was anyone expecting?