The iPhone Air has not been performing well in the market, and its disappointing sales may be influencing the broader smartphone industry.
According to a new report from DigiTimes, several major Chinese smartphone makers—including Xiaomi, Oppo, and vivo—have cancelled their plans to launch ultra-slim phones intended to compete directly with Apple’s lightweight iPhone Air series.
Industry insiders suggest that these brands were closely monitoring the iPhone Air’s market reception before committing to their own slim-profile devices. However, the weaker-than-expected sales appear to have discouraged them, raising concerns about consumer demand for ultra-thin smartphones.
The report also highlights broader production cutbacks within Apple’s supply chain. Apple’s key manufacturing partner Foxconn has reportedly reduced the number of production lines dedicated to the iPhone, while Luxshare has halted its iPhone-related production entirely. These developments hint at a slowdown in demand for the iPhone Air series, which is also affecting Apple’s future strategy.
Adding to the uncertainty, Apple has reportedly delayed the successor to the iPhone Air, and the recent departure of the phone’s lead designer further reflects strategic shifts inside the company. Current pricing listings show the iPhone 17 Air beginning at $899.99 for the 256GB model, with higher configurations reaching above the €1,100 mark in Europe.
It’s not just Apple feeling the pressure. Samsung’s Galaxy S25 Edge, another slim and stylish smartphone positioned to appeal to design-focused buyers, is also underperforming. Reports suggest that Samsung has cancelled its planned successor, underscoring a broader trend: the market may be shifting away from ultra-slim devices that prioritize design over battery size and performance.
The setbacks faced by Apple and Samsung appear to be sending a clear message to competitors. With sales lagging and consumer interest appearing limited, more brands are reconsidering their investments in slim-form phones. As a result, the smartphone industry could be steering back toward devices that offer larger batteries, advanced cameras, and more robust features over ultra-thin aesthetics.