Low demand for the super-slim iPhone Air in markets outside China led Apple to drastically cut its production orders, according to a new report. But the company is increasing assembly for other iPhone 17 models due to high demand.
The report comes after the iPhone Air sold out within minutes of preorders opening in China last week. After the initial buzz faded, demand appears to have dropped off
iPhone Air struggles to take off
When the iPhone Air debuted alongside the iPhone 17 Pro in mid-September, the slim new design didn’t seem to attract buyers, perhaps due to fears about battery life and durability. Meanwhile, demand for the Pro models and even the base iPhone 17 exceeded Apple’s expectations.
A month after this year’s lineup launched, multiple reports point to strong consumer interest in the iPhone 17 lineup, while the iPhone Air sees tepid demand. And now a Wednesday report from Nikkei Asia says Apple has scaled iPhone Air assembly to “end of production levels” due to relatively soft consumer interest.
“The adjustment to production plans reflects both the lukewarm reception of the iPhone Air in markets outside of China as well as unexpectedly robust demand for the iPhone 17 and iPhone 17 Pro models, with the result that Apple is sticking with its production forecast of 85 million to 90 million units for the lineup as a whole, according to multiple sources,” Nikkei Asia said.
Other iPhone 17 models see strong demand
The strong iPhone 17 demand is making up for the iPhone Air’s sales flop. Thanks to “unexpectedly robust demand,” Apple has increased the production of the base iPhone 17 by 5 million units, according to Nikkei Asia. Apple also asked its vendors to make more iPhone 17 Pro units than previously estimated.
Analysts weren’t exactly bullish about the iPhone Air even before it hit store shelves. Sure, the device is impressively thin and beautifully designed, but that slim profile comes at a cost. With a smaller battery, one less camera and a higher price tag, the trade-offs were always going to limit its appeal beyond design enthusiasts.
Even if the iPhone Air doesn’t take off commercially, the technology behind it will likely shape the design of slimmer Apple devices in the future, including the first folding iPhone, rumored to arrive next year.
