Merely a week after speculation circulated regarding Samsung’s possible discontinuation of the Galaxy S26 Edge—an action allegedly driven by disappointing sales figures of its ultra-slim predecessor, the S25 Edge—new reports indicate that Apple is likewise enacting a notable strategic adjustment within its supply chain. The company is said to be informing its network of manufacturing and component partners about a forthcoming reduction in the production levels of the iPhone Air. According to insiders with direct knowledge of the situation, Apple intends to preserve its overarching production forecast for the broader iPhone 17 lineup, which is projected to range between approximately eighty-five and ninety million total units. This information, originally relayed by Nikkei Asia, suggests that the company’s total manufacturing vision remains intact. However, those same industry sources emphasized that production of the iPhone Air specifically has been curtailed so dramatically that it now hovers near what some have described as “end-of-production” levels—a phrase denoting the final phase before a product’s potential discontinuation.
Although the iPhone Air’s elegantly minimalistic design has earned plaudits for its modern aesthetics, several aspects of its performance continue to be viewed as trade-offs when measured against Apple’s more advanced models, such as the iPhone 17 Pro. Notably, its relatively modest single-camera configuration and shorter battery life have been points of recurring critique. Nevertheless, Allison Johnson, writing for The Verge, offered a more nuanced perspective in her review. She observed that while the Air’s slimness initially captures one’s attention, its remarkably reduced weight is the characteristic that most profoundly alters everyday usability. Drawing a parallel to the S25 Edge, she remarked that the physical lightness fosters genuine comfort in extended use—underscoring how even subtle design refinements can redefine the tactile essence of a smartphone experience. The iPhone Air consequently represents Apple’s first deliberate experimentation with extreme thinness in mobile design, a move that some analysts interpret as a potential precursor to the highly anticipated but still unconfirmed foldable iPhone that continues to feature prominently in industry discussions.
From a production standpoint, the iPhone Air was originally estimated to constitute roughly ten to fifteen percent of Apple’s comprehensive manufacturing orders for the iPhone 17 family. Yet, according to reports from several supply chain supervisors, the actual number of assembled units will start to decline markedly beginning in November and beyond, signifying a significant recalibration of Apple’s internal priorities. Complementing that information, Nikkei Asia’s investigative report further revealed that Apple has simultaneously chosen to increase production of the baseline iPhone 17 model by an additional five million units, a move accompanied by an expansion of manufacturing volume for the high-end Pro variants as well. This strategic resource redistribution suggests that Apple may be seeking to optimize its production balance in accordance with consumer preferences and early market feedback.
On the market performance front, analysts from Counterpoint Research released updated data on Monday, indicating that the iPhone 17 series has outperformed its predecessor, the iPhone 16 line, by an impressive fourteen percent across the U.S. and Chinese markets during the first ten days following commercial availability. Within this surge, the base version of the iPhone 17 saw the most pronounced gain, achieving a striking thirty-one percent jump in sales—an outcome many attribute to the introduction of new features such as an always-on display combined with a high refresh rate, both of which significantly enhance user engagement and visual fluidity. Meanwhile, the iPhone 17 Pro and Pro Max models registered a twelve percent boost, an uptick largely driven by aggressive carrier upgrade promotions that offered consumers considerable financial incentives.
In contrast, the iPhone Air appears to be performing at a more moderate pace, with its sales metrics aligning closely with those of the outgoing iPhone 16 Plus, the device it effectively replaced in Apple’s segmentation structure. Both the Air and its predecessor occupy the smallest share of unit sales within their respective generational lineups—a fact that may help explain the company’s present decision to taper production. Taken together, these developments paint a picture of a carefully managed transition within Apple’s product strategy: one that prioritizes sustained demand for mainstream and premium models, while subtly phasing out designs that, although innovative, have yet to demonstrate sufficient commercial traction.
Sourse: https://www.theverge.com/news/804758/iphone-air-sales-production-targets-drop
