This case study analyses the competitive landscape of the US airline industry in the early 2000s, focusing specifically on the rise of low-cost carriers (LCCs) like Southwest Airlines and JetBlue Airways. It contrasts the traditional network carriers' hub-and-spoke model with the LCC's point-to-point approach. The study highlights JetBlue's strategy to differentiate itself within the LCC market by offering a more premium customer experience through wider seats, personal entertainment systems, and a focus on customer service, while still maintaining low costs through operational efficiency. The study concludes by examining the challenges JetBlue faces in sustaining its growth amidst increasing competition and the need to adapt its business model to meet evolving market demands.