In September of this year, Apple The company launched the iPhone 17 series, including the "thinnest iPhone ever"—the iPhone 17 Air. This represented the company's biggest change in smartphone design in years. However, sales of this ultra-thin model fell far short of expectations as consumers tended to opt for models with better value and specifications .
In the years leading up to the iPhone Air, Apple phones only underwent minor design iterations. However, despite the iPhone 17 Air's remarkable thinness, compromises were made on the camera and speakers to achieve its 5.64mm thickness, and its price was relatively high.
Early sales data showed that the relatively high price, coupled with reduced configuration, led consumers to choose other models .
Nabila Popal, senior research director at renowned research firm IDC, said: " Apple had higher expectations for the Air model, but it failed to meet those expectations."
IDC tracks iPhone sales by examining Apple's supply chain. The agency found that Apple halved its production plans for the iPhone Air just weeks after its launch because sales were only about a third of Apple's highest expectations .
Apple is currently seeking new ways to boost iPhone sales. While iPhone sales have been sluggish in recent years, they still brought in $209 billion in revenue for Apple in the fiscal year ending in September, accounting for about half of the company's total revenue.
Encouragingly, other models in the iPhone 17 series, released alongside the iPhone Air, are selling well . Apple expects these models to drive record holiday quarter results, far exceeding Wall Street expectations.
Morgan Stanley Analysts estimate that Apple may produce 90 million of these new models in the second half of 2025, 6 million more than expected before launch. However, this positive momentum is "partially offset by relatively weak sales of the iPhone Air."
Despite the immense interest generated when the Air model was released in September, its sales are slowing. According to data from the web platform Similarweb, the iPhone Air's product page attracted 1 million views that month, driving a total of 7.4 million pageviews related to iPhone launches this year, 28% higher than the same period last year.
However, Similarweb found that the Air model had a conversion rate that was about one-third lower than other models , meaning that although the model attracted a lot of online attention, it failed to translate into corresponding sales.
“It (the iPhone 17 Air) has generated interest… demonstrating that Apple's product innovation remains intact,” said Dan Newman, CEO of research firm The Futurum Group. “But for many, the Pro models' superior camera and battery life are more important.” Battery life overshadowed the appeal of the Air model.
Analysts at global market intelligence firm Forrester say the Air's pricing is in an "awkward position," too close to the high-end iPhone 17 models but too far from the base model, resulting in lukewarm interest.
The iPhone Air retails for $999, just $100 cheaper than the iPhone Pro, but significantly more expensive than the base model iPhone 17 which retails for $799.
In order to create the slim body of the iPhone Air, Apple reduced its speaker from the usual dual speakers to a single speaker and adopted a rear camera solution that does not support ultra-wide-angle and telephoto lenses.
Apple has claimed that the iPhone Air will still have all-day battery life despite its smaller size. However, the company has also introduced a dedicated MagSafe magnetic external battery for the Air model to compensate for the compromised battery life caused by its ultra-thin design.
Morgan Stanley analyst Erik Woodring stated that the release of the Air model is similar to the 2008 MacBook Air. At that time, consumers took several years to gradually accept the product, and only after Apple implemented price reductions and performance optimizations.
In the Chinese market, consumers also prefer other Apple models. Apple is trying to regain the ground lost to local competitors in China. Earlier this month, Jefferies analysts cited delivery wait times for Apple's new phones in the Chinese market, pointing out that the iPhone Air "remains the worst-selling model in the 17 series."
These data suggest that consumers do not endorse the industry-wide trend towards thinner and lighter smartphones. The iPhone Air is also seen as a prelude to Apple's highly anticipated foldable phone, expected to launch next year, while Apple's competitors Huawei and Samsung have already released foldable phones.
Bank of America Analyst Wamsi Mohan stated, "The Air is a feature-limited phone, and we believe it's a trial run for foldable phones." However, he predicts that Apple's future foldable phones will be priced at the high end of the iPhone product line.
(Article source: CLS)
