iPhone Air How well will the Air sell without advertising?

[bbates123]

The only time I see the new iPhones on TV it's for the 17 Pro series and always a carrier add. I haven't seen one single add for the Air. How are your average Joe's going to know about this phone unless they know someone who has one or happen to walk into an Apple or carrier store where they have one on display? I don't want to see the Air meet the same fate as the mini and the Plus.

 

[joeblow7777]

The only time I see the new iPhones on TV it's for the 17 Pro series and always a carrier add. I haven't seen one single add for the Air. How are your average Joe's going to know about this phone unless they know someone who has one or happen to walk into an Apple or carrier store where they have one on display? I don't want to see the Air meet the same fate as the mini and the Plus.

It is kind of odd that literally all the ads and marketing I've seen has been from the Pros. I definitely thought that they would be showing off the Air more.

 

[dizmonk]

I don't get what Apple is doing. You introduce essentially a new product and it's not advertised???

 

[Cyberguycpt]

I don't get what Apple is doing. You introduce essentially a new product and it's not advertised???

As someone that doesn’t really care for the iPhone Air, I definitely agree with you. Don’t really know what Apple is doing. I wonder in past years they ever advertised the Plus model as well. In any case Apple better hurry up and either give it a price cut or have the carriers give it the full installment credit to make it essentially free.

 

[vvvvvv]

Same thing happened with the mini, no way the lack of sales there wasn't at least partially related.

 

[4sallypat]

When people actually pick up and feel the Air, it will sell in a heartbeat.

Most regular people are not Pro users so they will absolutely love the new form factor.

Airs will sell by themselves without any fanfare, advertising or Apple marketing.

 

[dmdcash]

Just one of many articles about the disappointing sales figures....I am not an air fan (cost vs. features for me personally), as I traded in my brick 16pro for the 17 base. That said I am really surprised sales are not great....

“Apple Didn’t See This Coming”: The iPhone Air’s Weak Sales Are Forcing a Major Shift Toward a Foldable Future

The iPhone 17 series has captivated the consumer market with its innovative features and fresh design. Yet, amidst this success, the iPhone Air model

www.rudebaguette.com

 

[B.A.T]

Just traded in my launch day 12 mini for the Air last night and love it. Apple knows their users better than we do. They may be advertising for the pro now because it sells more once it is released and then plan to market later in the cycle for the Air. Just a guess, time will tell.
Also, hoping history doesn't repeat itself and the Air is cancelled after two years.

 

[Cyberguycpt]

When people actually pick up and feel the Air, it will sell in a heartbeat.

Most regular people are not Pro users so they will absolutely love the new form factor.

Airs will sell by themselves without any fanfare, advertising or Apple marketing.

Hey, so I know we’ve had pretty contentious reply’s on other post so I will try to keep the temp down with my reply but I have to address this argument as you have made it a few times.

So you keep saying once people pick it up it will sell but there are a few flaws in this argument.

First at Best Buy and many carrier stores the phones are bolted to the display so you can’t really pick it up.

Second, for some people the Airs screen is too wide and they prefer the fit of the regular 17 in the hand.

Third, I felt it in the Apple Store and it really didn’t leave an impression. For me you would have to use it over a few days to really start to notice the difference in weight and you would have had to bought it first for that to happen.

I do agree lack of advertising has hurt it. I also think it should have been priced at $899 with stereo speakers and dual cameras.

 

[JPack]

Because the Air is for enthusiasts willing to spend $999 to get a new iPhone whose defining quality is that it’s extremely thin and light. They have to not care about battery life or cameras. Those people will seek out the Air by themselves.

Regular consumers care about camera shortcomings and battery life. They will enter the store, pick up the Air, comment on the thinness and then buy the base 17 or 17 Pro/Max.

Ads can't convince people to disregard the camera or battery.

 

[WarmWinterHat]

Where are you, or anyone, seeing iPhone 17 advertising? I haven't seen a single ad since it was released and most of my coworkers still have no idea there was/is a new iPhone.

 

[The Game 161]

Air is perfect for those who just want a thin devices and aren’t bothered about cameras and charge it at work etc. for using the device most will enjoy it a lot

 

[Nom4d]

Ah another air related thread. Can we talk about something else now. I think we have exhausted the air posts here and air users are happy and content with what they have. 🤣

 

[CEmajr]

The Pros probably have a higher margin. Plus they're the top/premier phones of the lineup. Apple would rather people buy the most expensive phones over the cheaper ones.

 

[jntdroid]

I think the Air is great. But I can't justify it just for the feel of it, and that's literally the only defining thing about it (and I'm not saying it's not cool, or that's not worth something). But it's 25% more expensive than the regular 17, and only 9% less expensive than the 17 Pro, and both of those have significant "function over form" factors vs. the Air. To some, the feel and novelty of the Air might be enough - and that's great. But I have a feeling that's not a large segment of the population, including sales people in carrier stores, Best Buy, etc. So the Air is likely going to remain a low seller unless Apple really starts pushing some marketing $$ towards it; and even then I don't think it will sway the general population. But I do still think it's cool...

 

[turbineseaplane]

Same thing happened with the mini, no way the lack of sales there wasn't at least partially related.

And even worse, both Mini releases were during some portion of the pandemic times, where access to stores was limited or unavailable.

A new form factor (Air or Mini) very much needs folks to get hands on to assuage concerns and give folks a sense of if there's a fit or not.

 

[turbineseaplane]

Ah another air related thread. Can we talk about something else now. I think we have exhausted the air posts here and air users are happy and content with what they have. 🤣

You don't have to click on threads you don't have interest in.

It's not mandatory... just scroll on by

✌️

 

[Happy_John]

I wonder if lower than expected sales (if there really is lower than expected sales, all these reports are very much unofficial) are to do, at let’s in part, by the lack of a SIM card slot. Obviously, it knocks out China, how much of this has been a dealbreaker for other potential buyers?

 

[brilliantthings]

In September and October tech-heads buy Pro iPhones. Apple makes the highest margins from these. I suspect ads for the iPhone Air will follow. Maybe even in November.

 

[Moreplease]

TV advertising is extraordinarily expensive.

It only yields a return on investment if you’re advertising something mainstream that is likely to appeal to a large proportion of viewers.

Although it’s called “Pro”, the appeal of the iPhone 17 Pro is as mainstream as it gets. Sure, it’s somewhat aspirational because it’s expensive, but almost everyone understands what you’re getting: long battery life, tele camera to “zoom in”, Apple’s best effort at chip performance, etc., etc.

TV advertising works well for that: most viewers could be tempted to buy a Pro if only they knew about it and could afford it.

The Air has a slightly different audience. It has a less-is-more aesthetic, comes in fashionable barely-there colours, and has symbolic value (status, taste, signifier of cultural capital) in addition to its practical value. It’s for people who think they’re smarter than the great unwashed and appreciate minimalism.

Huge swathes of TV viewers would not see the point of an iPhone Air, just as they don’t understand luxury products generally. Does Ferrari do TV ads? Taeur perfumes? Hermès? Omega? No. TV is for things that ‘everyone’ understands and might conceivably afford.

The Air will be advertised in a more targeted way in channels that make sense for luxury tech products.

 

[Apple_Robert]

The Air will end up like the mini. That doesn’t bother me. I think people will flock to the fold, along with continuing to buy the Pro series. Once tech catches up at Apple, and Apple can offer stereo speakers and plenty of cameras at this thinness level while keeping fat margins, a phone this thin will sell.

 

[joeblow7777]

As someone that doesn’t really care for the iPhone Air, I definitely agree with you. Don’t really know what Apple is doing. I wonder in past years they ever advertised the Plus model as well. In any case Apple better hurry up and either give it a price cut or have the carriers give it the full installment credit to make it essentially free.

Same thing happened with the mini, no way the lack of sales there wasn't at least partially related.

I don't think that the Plus and the Mini needed much in the way of marketing. They were just regular iPhone in different sizes. The Air is a more distinct product.

 

[zkap]

The Pros probably have a higher margin. Plus they're the top/premier phones of the lineup. Apple would rather people buy the most expensive phones over the cheaper ones.

This, and the fact that the Air's defining quality is the form factor. If Apple made ads noting the Air's thinness and lightness, this would indirectly slate the Pros as they are heavier and bulkier, thus potentially decreasing sales of their most lucrative product.

Whenever I saw ads from Apple. they were for the Pros. Whenever I saw ads for the base models, they were from the telecom companies, because you can advertise the low price of the base models (and offer for anyone's pocket, that kind of thing) and offer deals on it. I imagine this will continue. The Air is a harder sell, I don't know how or why it would be advertised ahead of the other models.

 

[Meedoss]

If your a upgrader re sale won't be good, already selling on eBay here for $300-400AUD below retail.

 

[JPack]

I wonder if lower than expected sales (if there really is lower than expected sales, all these reports are very much unofficial) are to do, at let’s in part, by the lx, of. SIM card slot. Obviously, it knocks out China, how much of this has been a dealbreaker for other potential buyers?

SIM slot has negligible impact on sales. If the buyer already accepted the compromised camera and battery life of the Air, that same buyer isn't likely to be a global traveler or power user.

Chinese consumers live a fully digital life, meaning cashless transactions and everything from report cards to parking tickets are issued on the phone. Battery life is paramount. That's why even $159 phones from Huawei use SiC batteries with 40W charging. SIM or no SIM, the Air wasn't going to do well.