Could Apple be revitalizing its iPhone lineup with a new “Air” approach? Bloomberg‘s Mark Gurman suggests the rumored “Slim” version of the iPhone 17 might be marketed as an “iPhone Air” to invigorate sales.
Gurman, in his “Power On” newsletter, analyzed the performance of the “fourth” iPhone model introduced each year since 2020 (the iPhone 12 mini, iPhone 13 mini, iPhone 14 Plus, and iPhone 15 Plus). He points out that these models have largely underperformed in the market. The Plus models, priced just $100 less than the Pro versions, have likely cannibalized their own sales, with consumers opting for the slightly more expensive, higher-end option.
The purpose and placement of the purported iPhone 17 “Slim” within the product lineup has been a topic of speculation. YouTuber Jon Prosser recently ignited the conversation by suggesting it could be branded as an “iPhone Air,” a notion now seemingly corroborated by Gurman.
This “iPhone 17 Air” would represent a novel strategy for this fourth model. Envisioned as a significantly thinner device, it would be positioned between the standard iPhone 17 and the iPhone 17 Pro. Gurman draws a parallel to the 2008 MacBook Air, which occupied a similar middle ground between the MacBook and MacBook Pro.
The marketing message, Gurman predicts, will likely emphasize the aesthetic appeal: If you desire a more stylish iPhone than the standard model, but don’t require the advanced performance, larger display, or professional-grade camera system of the Pro, the “Air” offers a visually striking alternative with the core functionality of a regular iPhone.
Gurman anticipates the iPhone “Air” will significantly outperform the mini and Plus models of recent years, potentially capturing a larger segment of the market.
Looking ahead, Gurman believes the slimmer profile of the iPhone 17 “Air” is a stepping stone towards even more innovative designs. He suggests Apple’s ultimate goal is to incorporate the power of a Pro model into this compact form factor, but cautions that this is unlikely to materialize before 2027, at the earliest. With the current global smartphone market experiencing a slowdown, projected to decline by 4% in 2024 according to Counterpoint Research, a fresh approach like the “Air” could be key to attracting consumers.
