Weak iPhone Air forces competitors to rethink their strategies

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The iPhone Air was intended to strengthen a new product line as an ultra-slim smartphone and further advance Apple in the premium segment. However, after the first few months on the market, a different picture has emerged. Demand remains low, and production appears to have been significantly reduced or even completely halted. This unexpected failure is having repercussions as far away as China, where several major brands are scaling back or entirely abandoning their own projects for extremely thin devices.

Manufacturers often follow successful trends, especially those set by Apple. But when a product generates little interest at Apple itself, it sends a signal to the entire industry. This is precisely what happened with the iPhone Air. Weak sales are not only giving Apple pause for thought, but are also prompting companies like Xiaomi, Oppo, and Vivo to reconsider their plans for similar smartphones. The market is reacting calmly, and this reaction reflects current consumer expectations for smartphones.

Low demand for the iPhone Air

Shortly after its launch, it became clear that the iPhone Air wasn't generating strong demand. While the iPhone 17 Pro was barely available on short notice due to delivery delays, the iPhone Air remained readily available for weeks. This was considered the first clear indication that the model was falling far short of expectations.

Several reports confirmed this picture. One report stated that Apple had reduced production orders for the iPhone Air almost to the level of a complete production halt. A later report went even further, stating that manufacturing of the device had been completely discontinued. While Apple never releases precise sales figures for individual models, the reports were so frequent that weak demand is hard to deny.

Samsung also struggled with a similar concept. The Galaxy S25 Edge, also intended as a super-thin smartphone, was reportedly canceled for next year after the company encountered similar demand problems.

Chinese smartphone brands cancel plans

The failure of the iPhone Air is not without consequences for the competition. A new supply chain report shows that Chinese brands are closely monitoring developments and drawing their own conclusions. According to a summary by DigiTimes, which cites reports from Sina Finance and Jiemian.com, several manufacturers have frozen or abandoned their projects for ultra-thin Android smartphones.

The affected brands include Xiaomi, Oppo, Vivo, and other major manufacturers. Sources indicate that the companies have either completely abandoned the plans or significantly revised them. Supply chain issues are also playing a role, as is the very low demand for the iPhone Air.

The case of Xiaomi is particularly striking. The company was reportedly working on a near-exact copy of the iPhone Air. However, this project was also scrapped, according to the report, after it became clear that there was no stable market for such devices.

Assessment of the situation

Even without Apple's official sales figures, the situation can be easily assessed. Information from the supply chain, available inventory, and reports of production stoppages paint a consistent picture. The target group for ultra-slim smartphones appears too small to justify the costs and risks of development. This applies not only to Apple, but also to Samsung and Chinese manufacturers.

The market currently favors devices that prioritize performance, battery life, and camera quality. Extremely thin smartphones often make these areas more susceptible to compromise, noticeably dampening demand.

The iPhone Air as a warning signal for the industry

The iPhone Air was meant to establish a new design concept, but instead became a prime example of how not every trend works. Weak demand, potential production halts, and the retreat of major Chinese brands clearly demonstrate that ultra-thin smartphones currently lack a genuine market. This necessitates a rethink for the industry, and for the iPhone Air, the lesson remains that a slim design alone doesn't generate enthusiasm if other features suffer. (Image: Apple)