Apple's iPhone Air Experiment Fails as Supply Chain Cuts Production by 80%

[MacRumors]

iPhone Air demand failed to meet Apple's expectations and the company's supply chain is scaling back shipments and production, reports Apple analyst Ming-Chi Kuo.

Suppliers are expected to reduce capacity by more than 80 percent between now and the first quarter of 2026, and some components with longer lead times will be discontinued by the end of 2025.

According to Kuo, the iPhone Air's poor performance suggests that the iPhone 17 and 17 Pro models already "cover the majority of high-end user demand," so there is little room for new market segments.

There have been multiple reports suggesting the iPhone Air has failed to catch on with consumers. Last week, Japan's Mizuho Securities said that Apple would reduce iPhone Air production by a million units because of underwhelming sales performance, and earlier today, Nikkei said that there is "virtually no demand" for the iPhone Air, and that Apple would "drastically" cut production.

Apple competitor Samsung is apparently seeing the same response to its super thin smartphone, the Galaxy S25 Edge. Reports suggest that Samsung canceled development of a next-generation model after disappointing sales.

Apple's standard iPhone and Pro iPhone models have consistently performed well, but it has struggled with its fourth wildcard spot in the iPhone lineup. Apple experimented with a smaller 5.4-inch iPhone mini that did not sell well, and then moved to a larger iPhone Plus that served as a more affordable version of the large-sized Pro Max. That too failed, leading Apple to try a 5.6mm build that compromised on features for a lightweight and thin design.

We could get yet another new form factor as soon as 2026, with rumors suggesting that Apple will debut a foldable iPhone as part of the iPhone 18 lineup.

Article Link: Apple's iPhone Air Experiment Fails as Supply Chain Cuts Production by 80%

 

[StuBeck]

Doesn't this seem to be a reoccurring theme? They try a mid-range option that doesn't gain traction. I wonder what next years phone will be.

 

[Kkspire]

I think the Air formfactor is perfect! If they could get a better zoom and thermals perfected it would be perfect.

 

[k1121j]

It was a nice try to sell you less for more $$. Good job to the people for not falling for it.

 

[bmark]

80% reduction capacity? Epic failure!

 

[Plutonius]

Apple's marketing strikes again.

You think that the demand would have been researched in advance.

 

[armin89]

We need whole day battery life not thinner phone. Almost everyone use phone cases which it counter all the effort of making phone thinner

 

[Johnny Steps]

I’d be surprised if no one didn’t expect this to happen. Regardless, I’m loving my iPhone Air. Glad Apple released it.

 

[Apple-achian]

Consumers will regret not supporting the Air.

 

[NVDA]

Air apologists in 3, 2, 1...

 

[DTphonehome]

Failure or not, this was an engineering challenge to prepare for the upcoming folding iPhone, which is going to resemble two of these stacked. And perhaps the tech will trickle down to the standard iPhone and ultimately make it thinner with the same battery life it has now.

 

[midkay]

I think the one thing they haven't tried yet is the most obviously likely to work: an iPhone Ultra.

It's clear from the Mini / Plus / Air experiments that most people are happy with either the base model, or spending more to get "the best" iPhone (a Pro model), and don't want an in-between compromise. I think an iPhone Ultra, slotting in above the Pro Max, with even better camera, better battery, and extra features or cool unique design, would sell really well (and rake in tons of $$$ for Apple since it would be so expensive).

There are a lot of people out there who really like to have the best thing. Why not offer them something even better?

 

[Taq'aix]

When they bundle a MagSafe battery with a new product, you know it’s going to fail.

 

[bmark]

Doesn't this seem to be a reoccurring theme? They try a mid-range option that doesn't gain traction. I wonder what next years phone will be.

It was a low-range option with an ridiculous price tag!

 

[kitt9000]

I really enjoyed the air the week I Had it, but ultimately the current iphone pro models are still fairly thin, and the battery life and camera as just worth the increased thickness of the pro models.

I am looking forward to the fold iphone (have been since google and samsung put theirs out), the ability to use a phone as a phone closed, use an ipad mini style screen with ipad mini apps when open, and maintain phone portability when not in use is something that would actually be worth more potential compromises than in the case of the Air!

 

[Dmoney77]

Despite the failure, I think it would be good to pick up one now before they officially discontinue it.

 

[imola.zhp]

Good, now bring back the mini and give us a pro version.

 

[tomtad]

Worth noting the first MacBook Air bombed. It was only when it was repositioned as the regular MacBook that it took off, again there's not much of a market for paying more for less, even with a cool form factor. Winding further back you then have the Power Mac G4 Cube, you guessed it, a failure because it cost more than Power Mac and came with less power and features. But damn it did look absolutely gorgeous.

 

[mattopotamus]

Apple's marketing strikes again.

You think that the demand would have been researched in advance.

You would think they would actually advertise it. The mini, plus, and air received little if any marketing.

 

[jonnyb098]

The idiotic “influencers” killed the product before it was given a chance.

They said it would break easily (it’s the most durable iPhone ever). They said the battery life is terrible (it nearly identical to the base 17). They said it’s missing cameras (90% of people take 90% of their shots using the main lens).

And yet Apple caters to these people who chase clicks for a living.

 

[JPack]

1. Denial
2. Anger <—
3. Bargaining
4. Depression
5. Acceptance

You’ll probably notice a lot angry posts about lack of marketing, blaming reviewers, or something else. Anything but the actual product itself.

Most people want at least a couple cameras, the bast battery life they can get, and stereo speakers. The $999 price tag doesn’t help.

 

[Sneakz]

The Air needs to become the base model iPhone. Just like the MacBook Air became the base model Mac notebook. It took some time for that to happen, the same will happen on the iPhone.

But if they can add that second camera lens, and bring the price down $100, say goodbye to the base iPhone.

 

[ericg301]

I think the Air formfactor is perfect! If they could get a better zoom and thermals perfected it would be perfect.

if they could, they would. but they can't. which means it's not the perfect form factor.

 

[gatorvet96]

I LOVE my iPhone Air. I think a lot of early reviews scared people away before they actually got their hands on them. MKBHD said about “red flags”. Turns out battery life is quite good. I have not had mine run out in a single day once. Also the camera is great. I don’t do much wide angle or zoom shots anyway. The single speaker means nothing either as I use Air Pods. It is soooo much more comfortable to hold and carry in my pockets. They should have given reviewers units prior to announcing so they could see the compromises are reasonable for most people.

 

[awshucks]

Apple's marketing strikes again.

Apple has hardly marketed this thing at all. All the ads I've been seeing are about the Pro. That's one reason why there's low sales.