United goes head-to-head with AA with its new business seat …. who comes out on top?

Setting yourself apart from competitors is a challenge for airlines. After all, you’re often flying the same routes from the same airports on the same aircraft. The onboard cabins are one of the only ways to showcase your brand and differentiate yourself.

Which makes United’s recent announcement all the more interesting ….

Why? Because it has revealed that its second generation Polaris business class seats will be based on exactly the same seating platform as American Airlines’ new Flagship Suites which I covered last week.

It is calling the new cabins ‘United Elevated’. All future Boeing 787 deliveries will feature the new second-generation Polaris suite, its first major refresh since Polaris was introduced in 2016.

The first aircraft is set to arrive before the end of the year. The first international services are planned for early 2026 with flights from San Francisco to London and Singapore.

United also wants to retrofit existing aircraft with the new Elevated interiors but has yet to clarify timelines.

A closer look at Polaris 2.0

Like AA’s 787s, United is going for a super-premium configuration that it says is “the highest percentage among U.S. carriers”. There will be 64 Polaris and 35 Premium Plus seats for a total of 99 premium seats out of 222.

Whilst United phased out long haul First Class some time ago, it will introduce a front row business-plus product it is calling ‘Polaris Studio’ similar to Virgin Atlantic’s Retreat Suite (click for our review) and AA’s Flagship Preferred.

Polaris Studio seats (of which there are eight – four at the front of both forward and rear cabins) are 25% larger than a standard Polaris seat and come with a huge 27″ 4K OLED screen – “the largest among U.S. carriers”.

Other features include an extra ottoman seat for buddy dining, wireless charging, Bluetooth connectivity and more.

It’s not just the seat that will be better. This will be a true ‘business plus’ experience including an Oscietra caviar amuse-bouche service, additional dining choices, Champagne Laurent-Perrier Cuvée Rosé and exclusive amenity kits.

This is a distinct step above other business-plus cabins we’ve seen recently, which only come with the additional space and no improved food or service. You could almost call it ‘first class-lite’.

Behind the Polaris Studios you’ll find more rows of 1-2-1 Polaris seats based on the Adient (now renamed to the uninspired ‘Elevate Aircraft Seating’) Ascent which is also flown by Qatar Airways (click for our review) and, as previously mentioned, will also feature on AA’s new Boeing 787s.

It’s a comfortable, herringbone seat, but United is doing something quirky with it. Whilst all the window seats will be in a reverse herringbone configuration (ie. facing the window), the centre pairs will be herringbone in one cabin (better for those travelling in pairs) and reverse herringbone in the other (better for those flying solo).

Seats come with a slightly smaller but still decent 19″ 4K screen with Bluetooth pairing as standard. For the first time, Polaris will come with suite doors.

Meanwhile, a new grab-and-go snack station will also be on offer.

New Premium Plus and economy

The new 787s will feature United’s largest-ever premium economy cabin, with 35 seats. Premium economy is regularly cited as being airlines’ most popular and profitable cabin per square metre and many airlines are increasing its footprint.

The new seats feature winged headrests which are quickly becoming an industry norm thanks to the extra comfort and privacy they provide.

Each seat also comes with a 16″ 4K screen – above average in premium economy – with three different charging ports and Bluetooth connectivity.

United’s ‘Elevated’ aircaft will also feature Starlink

If you read my recent review of Qatar Airways’ Starlink wifi service then you’ll know what a game-changer it is.

United is another airline to have signed with Starlink to rollout its Low Earth Orbit satellite connectivity across its fleet. The incoming Boeing 787-9s will be amongst the first aircraft to get it.

Conclusion

Overall, United’s Elevate cabins look like a smart refresh of its existing business class and premium economy products.

Based on the renders above I think United has outdone American Airlines, which is using the same seat. Factor in the excellent soft product, which includes a caviar amuse-bouche in Polaris Studio, and it could knock it out of the park.

London Heathrow will be one of the first long haul destinations to welcome the new aircraft with services to San Francisco due to commence in early 2026.