The iPhone Air Paradox

Despite its positive marketing impact, iPhone Air sales after more than a month on the market appear to have fallen short of expectations.

The slimness of the iPhone Air. Photo: Bloomberg .

Having worked at Apple as a senior product manager, Jason Purdy enjoyed admiring the company's innovative devices, including the iPhone Air.

Purdy was one of the first people to receive the device on its release day, but he decided to return it after only a month. According to the WSJ , issues surrounding image quality and the external speaker made him feel that the iPhone Air could not meet his needs.

“The device's performance isn't really that good. Overall, Apple has practically sacrificed every other element,” Purdy said. Despite being easy to hold and impressive to many, the iPhone Air isn't the right device for everyone.

Marketing success

The iPhone Air is Apple's thinnest smartphone. However, according to a survey cited by the WSJ , only 1 in 10 buyers of the 2025 iPhone models chose the Air in the first few weeks after its release.

On the internet, many people complain about the camera, sound quality, battery, and price of the iPhone Air. According to Apple's website, the iPhone Air is always available when ordered, while other models in the iPhone 17 line have a wait of up to 3 weeks.

Apple is exploring new strategies to sustain long-term iPhone growth. According to market research firm IDC , global smartphone sales are expected to remain relatively flat from 2021-2024. Meanwhile, the iPhone Air is the company's most innovative smartphone since the iPhone X in 2017.

The front of the iPhone Air. Photo: The Verge .

"Every time Apple develops a phone for a niche market, it fails," said analyst Michael Levin from Consumer Intelligence Research Partners (CIRP), referring to previous iPhone 4 models such as the iPhone Plus and iPhone mini.

Surveys from CIRP show that 29% of iPhone buyers in the US in Q3 chose models from the iPhone 17 series, a significant increase from the iPhone 16 in the same period last year (20%). The company said the iPhone 17 Pro and 17 Pro Max attracted significant interest, in contrast to the Air.

On the positive side, some analysts believe the iPhone Air was a major marketing success for Apple. It also served as an important foundation for the development of a foldable iPhone, which could unfold like a book.

“The iPhone Air generated more buzz for marketing than for sales. The attention revolved around the biggest device launch in years,” said analyst Nabila Popal from IDC .

Too much of a trade-off.

An Apple spokesperson declined to comment on iPhone Air sales. During the financial report in early November, CEO Tim Cook emphasized that the company was "very happy with how people have received the iPhone."

In fact, the iPhone Air is a testament to Apple's engineering prowess and hardware optimization. At just 5.6 mm thick, it boasts computing power greater than the Intel chips found in Macs a few years ago.

To achieve its slim profile, Apple had to compromise on some features. The iPhone Air only has one external speaker (in the earpiece location), and the sound quality for movies and music is not stereo.

The phone also only has a single rear camera, lacking an ultra-wide-angle or telephoto lens. For comparison, the iPhone 17 is $200 cheaper but still features two rear cameras, a larger battery, and two external speakers.

CEO Tim Cook is holding an iPhone 17 Pro (left) and an iPhone Air. Photo: Reuters .

The iPhone Air is also $100 more expensive than the iPhone 16 Plus, potentially boosting profit margins and offsetting tariff costs. Even so, the $1,000 price tag remains a significant barrier for many.

In China, the iPhone Air is about $280 more expensive than the iPhone 17, exceeding the threshold for government subsidies and encouraging consumer spending. Meanwhile, eligibility for subsidies helped the iPhone 17 achieve strong sales in China from the outset.

Analyst Ming-Chi Kuo from TF International Securities also confirmed that demand for the iPhone Air is not meeting expectations. He predicts Apple may cut production of the device by 80% early next year.

Source: https://znews.vn/nghich-ly-voi-iphone-air-post1601540.html