A new Bloomberg report is suggesting that Apple plans to introduce a new variant in next year’s iPhone lineup. According to Mark Gurman, this new addition is dubbed the “iPhone 17 Air”, and will be positioned between the standard and the higher-end options, completely replacing the Plus model.
The iPhone 17 Air is rumoured to be significantly thinner than regular iPhones, akin to how the MacBook Air is lighter and more portable than the MacBook Pro. Gurman indicates that this particular model will be priced lower than the base Pro model. It is also alleged that Apple plans to adjust its marketing strategy for the iPhone 17 Air to attract buyers who want a stylish iPhone without needing the Pro models’ enhanced performance, larger screen size, or superior cameras.
The new Air model, along with the fourth-gen iPhone SE, is seen as a way for Apple to expand its market and achieve significant growth next year. Gurman suggests that Apple anticipates the iPhone 17 Air to be more successful than the iPhone 12/13 mini and the iPhone 14/15 Plus, both of which apparently did not meet the company’s expectations.
While the prospect of having a thinner iPhone is interesting, it will undoubtedly bring up durability concerns among consumers. The last thing Apple needs is a repeat of the whole iPhone 6 “bendgate” controversy, which has left a significant dent (pun intended) to its reputation back in 2014. Also not forgetting the recent “Crush” fiasco, especially given the fact that thinness will be the product’s main selling point.
Looking further ahead, Gurman notes that Apple aims to eventually “squeeze the power of a Pro model into this smaller design,” though this is unlikely before 2027. Additionally, Apple is considering introducing an iPhone “Ultra” as the flagship model, similar to the Apple Watch Ultra, although there is no set timeline for its launch.
(Source: Bloomberg)
