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The iPhone 17 Air has a very thin design. Photo: The Verge . |
While Chinese companies aim for quick sales and competitive pricing to attract customers, Apple remains known for its premium image and high-end pricing strategy in the market. According to analytics firm Digital Maven, this pricing strategy has given consumers a positive impression of the technology, design, and user experience offered by iPhone models.
The focus is no longer on "cheap iPhones".
In February, Apple launched the iPhone 16E series, starting at $599 . This new phone replaced the iPhone SE model, which was priced at $429 , marking a milestone where no iPhone was priced below $500 in the Apple Store.
The iPhone 16E is considered a budget-friendly model that still integrates Apple Intelligence, a significant upgrade compared to the iPhone 15 generation, which only supported AI in the Pro models. Conrad Chua, Executive Director of the MBA program at Cambridge University, suggests that Apple is no longer targeting the sub- $500 market, but is focusing on a more modern, lower-priced version than the Pro models.
Currently, artificial intelligence is not the only competitive factor among smartphone manufacturers. Some companies, like Samsung, are looking to boost sales with thinner devices to target niche markets.
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The latest price list for the iPhone 17 series. Photo: Apple. |
At the launch event on September 9th, the prices of the entire new iPhone lineup remained virtually unchanged compared to last year's iPhone 16 series, as Apple avoided the harshest trade tariffs imposed by Mr. Trump.
Apple announced that the entire iPhone 17 lineup will have 256GB of internal storage. Therefore, the starting price of the iPhone 17 Pro has increased by $100 . While this is equivalent to the 256GB version of the previous generation, JP Morgan analyst Samik Chatterjee still considers this a "subtle price increase" strategy.
Among Apple's new product lineup, only the standard iPhone 17 retains its starting price of $799 . In fact, users get a great deal because the latest version has 256GB of internal storage, double the starting capacity of the iPhone 16.
The intention behind the iPhone Air
The iPhone Air is a completely new product line, with a thickness of only 5.6 mm, and replaces the iPhone Plus line. It has a starting price that is $100 higher than the iPhone Plus, but also comes with storage options starting from 256 GB.
Thus, the iPhone 17 Air has a price difference of about $200 compared to the basic 17-inch version. Unlike the Pro models, the iPhone Air is not part of a subtle price increase strategy, but is clearly positioned in the premium segment.
This suggests that Apple is gradually raising the average selling price (ASP) of the iPhone. Notably, some leaks indicate that Apple may unveil a foldable iPhone model with an even higher price in 2026.
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The ultra-slim design of the iPhone Air is seen as potentially bringing a fresh look to the iPhone product line. Photo: Apple. |
Apple's move comes amid increasingly difficult smartphone sales. According to Counterpoint Research , Samsung and Apple's sales were virtually stagnant last year, while Xiaomi (China) is the fastest-growing brand in 2024, ranking third globally with a 14% market share. In China, one of Apple's key markets, smartphone models priced under 6,000 yuan (approximately $840 ) will receive a 15% discount. Midway through this year, Apple itself had to lower the price of its iPhone 16 line to qualify for this discount.
Expectations for iPhone Air production have decreased over the past few months. Supply chain feedback indicates that Apple expects to produce around 10-15 million units in the second half of this year. “Even so, the launch of the iPhone Air with a thinner design could attract a broader customer base than anticipated, although its feature set will likely be closer to the basic iPhone models than the Pro line,” Chatterjee commented.
Following the launch event, many analysts were optimistic about the new design and how Apple spoke about the iPhone Air. PP Foresight analyst Paolo Pescatore noted that the slimmer body would make a difference, as similar designs have become too common in the smartphone market.
Meanwhile, Nabila Popal, senior research director of IDC's Worldwide Quarterly Mobile Phone Tracker, believes the iPhone Air could still succeed at a high price, due to Apple's marketing strategy.
"Apple arrived late, but when they launched, they did so in a way that was loud or better than anyone else," Popal observed.
The new iPhone product line will be available to Vietnamese customers starting September 19th. To ensure the best price and early delivery, users should choose reputable retail chains.
TopZone is a premium authorized Apple retailer in Vietnam. With two Apple Premium Reseller (APR) stores and over 80 other officially authorized Apple Authorized Retailers (AAR) locations nationwide, within the Thế Giới Di Động retail ecosystem, TopZone offers a world-class shopping experience, authentic Apple product demonstrations, and professional after-sales service. It's a reliable destination for customers seeking high-quality Apple products at guaranteed value.
Source: https://znews.vn/vi-tri-dac-biet-cua-iphone-air-post1583780.html
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