Despite earning $25 million in the second quarter—a surprising result given their recent performance—JetBlue has underperformed for 15 years, leading to frustration among investors and analysts. The airline's CEO has departed, prompting a return of veteran talent. The new strategy includes reducing unprofitable operations by cutting back services in Los Angeles and transatlantic routes and eliminating routes in 15 cities altogether. Additionally, JetBlue has deferred the delivery of 44 Airbus planes.

The company's renewed focus targets leisure travel and visits with friends and relatives, alongside cross-country flights from key hubs like New York JFK, Boston, and Florida. They plan to maintain their Puerto Rico and Caribbean routes but are no longer pursuing corporate travel.

While cost-cutting measures are essential, the specifics of their recovery plan remain unclear. Promises have been made to improve reliability without detailed plans on execution. Future initiatives include introducing a domestic first class—expected years away—and further unspecified cost reductions.

Over the past 15 years, JetBlue has transitioned into a smaller version of its major competitors such as American Airlines, Delta Air Lines, and United Airlines. Although it offers more legroom in regular coach like Southwest Airlines and provides free WiFi akin to Delta Air Lines along with seat-back entertainment screens similar to Delta Air Lines and United Airlines, it remains a smaller player deferring growth.

Their frequent flyer program lacks competitiveness compared to United Airlines for redemptions or Delta Air Lines for elite frequent flyers and falls short when compared with American Airlines for both aspects. Recent federal government decisions have also hampered their strategies involving partnerships with American Airlines and acquiring Spirit Airlines.