At the upcoming ‘Awe Dropping’ Apple Event next week, Apple is set to unveil the iPhone 17 series. Among the highlights this year will be a brand new model: the iPhone 17 Air. This will be an ultra-slim iPhone designed to completely take the place of the iPhone 16 Plus. However, will this third effort at introducing a fourth iPhone model truly succeed this time?
## An Expanding iPhone Portfolio
Apple has gradually increased the variety within its iPhone lineup. It began with one model annually, transitioned to two annually in 2014 with the release of the iPhone 6 Plus. You could even argue that they began offering two iPhones in 2013 with the iPhone 5c, although that’s debatable as the model didn’t persist.
The momentum escalated in 2017 with the introduction of the iPhone X, which brought forth two significant changes: a third annual iPhone launch, along with a clear distinction between premium and non-premium options. Now we had the standard iPhone 8 and 8 Plus, alongside the premium iPhone X.
A slight shift occurred in 2018 with the introduction of the iPhone XS, XS Max, and XR – marking a move to two premium iPhones and one non-premium variant. In 2019, Apple rolled out the ‘Pro’ branding for iPhones, but the overall structure remained unchanged.
In 2020, a significant change took place with the unveiling of the iPhone 12 mini. This marked the beginning of Apple’s quest to develop a fourth mainstream iPhone.
## Apple’s Efforts to Introduce a Fourth Flagship iPhone
I’ve covered a bit of history up to now, so I’ll keep this section short. Apple launched the iPhone 12 mini in 2020, discontinued it two years later due to what seemed to be poor sales, and then rolled out the iPhone 14 Plus. The ‘Plus’ variant endured for three years, slightly longer than the mini, but it is still poised for replacement.
Currently, the iPhone 17 Air appears to be significantly more positioned for success than the iPhone mini and iPhone Plus. It is a distinctly different device, and that may appeal to more buyers. Yet, Apple’s suppliers are not particularly optimistic about the iPhone Air. Right now, approximately 10% of production capacity is allocated to the new ultra-thin model.
For context, both the iPhone mini and iPhone Plus represented about 10% of iPhone sales volume, which indicates suppliers do not expect the iPhone Air to perform significantly better than its predecessors.
It’s easy to see why Apple’s suppliers hold a skeptical view on the new iPhone Air. It will likely have limited battery life and is projected to retail for around $900. With the expected battery life compromise, the allure of owning an ultra-thin phone may not convince consumers, especially when they can opt for a standard iPhone 17 at $100 less or spend $100-200 more for an iPhone 17 Pro.
At the end of the day, consumers appear to favor the standard model and the two Pro versions.
## Conclusion
We will need to see how this unfolds – but it certainly seems as though the four flagship iPhone strategy is not yielding the desired results for Apple. At least, this appears to be the case if we take their suppliers’ sales predictions into account.
In the past, I’ve suggested the possibility of reviving the iPhone mini as part of the ‘e’ iPhone series. I believe situating it just below the iPhone 16e for $499 would be a successful strategy. This isn’t directly related to the four flagship iPhone narrative, though. I simply think it would reflect nicely on the small phone segment.
Hopefully, the iPhone 17 Air will bring about a positive change, giving Apple a robust fourth flagship iPhone in its offerings. If this initiative does not succeed, I have a hunch that we won’t witness another attempt from Apple, at least in the realm of a standard glass sandwich phone. A foldable iPhone, however, could be a potential triumph.
What are your thoughts on the iPhone 17 Air? Will it emerge as Apple’s next major success or yet another minor seller? Share your opinions in the comments.
