In September 2023, Apple unveiled the iPhone Air, a device designed to be the slimmest iPhone to date, measuring just 5.6mm. This innovative design initially brought excitement amidst a trend of bulkier smartphones. However, the device's lackluster sales led to a significant shift in strategies among competitors. Notably, Xiaomi, Oppo, and Vivo have reportedly ceased or reconsidered their plans to develop ultra-thin smartphones. This decision reflects the industry's cautious stance following the iPhone Air's disappointing performance in the market.
The design overhaul introduced with the iPhone Air aimed to attract a wide array of consumers. Despite the allure of its sleek profile, which contrasted sharply with other devices on the market, the iPhone Air failed to achieve the expected sales figures. Reports indicate that Apple’s manufacturers, such as Foxconn and Luxshare, have stopped or dismantled production for the device amid dwindling demand. As a result, Xiaomi, Oppo, and Vivo have decided to reallocate resources previously earmarked for their own ultra-slim phone models, such as eSIM technology, opting instead to focus on more relatable devices.
Xiaomi had intentions to release a rival product, dubbed the "true Air model," directly competing with the iPhone Air. Similarly, Vivo was developing an ultra-thin device within its mid-range S series. However, both companies have since put these plans on hold, showing a reactive approach to the changing market dynamics. Samsung is following suit, having also cancelled plans for the Galaxy S26 Edge, which would have succeeded its Galaxy S25 Edge.
In light of the iPhone Air's shortcomings, Apple is rumored to be delaying the release of a second-generation model. The company plans to incorporate feedback regarding battery life and camera functionality—two areas where consumers found the original iPhone Air lacking.
The 5.6mm thickness of the iPhone Air indeed made it a notable entry in the smartphone market this year. Yet, compromises in battery life and camera capabilities were significant drawbacks, especially considering its pricing at Rs 1,19,900. In comparison, the iPhone 17 Pro, with superior battery capacity, triple-camera setup, and enhanced features, is priced only slightly higher at Rs 1,34,900. This pricing disparity likely influenced consumer choices, leading many to opt for the more feature-rich Pro model rather than the minimalist Air.
In conclusion, the release and subsequent performance of the iPhone Air has altered the landscape for ultra-thin mobile devices, prompting competitors to rethink their strategies and likely pushing manufacturers to prioritize functionality over thin design.