Apple has drastically reduced production orders for the iPhone Air, according to Nikkei, to levels normally only seen when a product is close to being discontinued. This measure has been taken because demand for the ultra-thin iPhone Air appears to be much lower than expected, especially outside China, where the device only recently became available.
At the same time, Apple has increased production of other iPhone 17 models. While demand for the ultra-thin Air version is disappointing, the iPhone 17, iPhone 17 Pro and iPhone 17 Pro Max remain popular with consumers.
iPhone Air production almost halted
From November, Apple suppliers will according to sources to Nikkei are only producing about 10% of the parts needed for the iPhone Air in September, meaning production is almost completely at a standstill. This is exceptional for a new device that has only just appeared on the market.
Reason: weak demand outside China
Analysts and market data indicate very limited interest in the iPhone Air. The sales figures are lagging behind compared to other recent iPhones, such as the iPhone 17 and iPhone 17 Pro (Max), for which production is being ramped up due to continued demand. Customers often opt for the regular models with better cameras and a larger battery. During the pre-sale and in the weeks that followed, iPhone Air deliveries remained almost immediately available everywhere, which is usually a sign of disappointing sales.
Reason for disappointing sales figures
The disappointing sales figures of the iPhone Air are mainly attributed to lower demand outside China, where consumers are more likely to opt for other iPhone 17 models with better specifications such as a larger battery and more powerful cameras. In addition, for many users the performance is limited for such a premium device, making the added value of the iPhone Air less convincing.
Another factor is that the regular iPhone 17 and Pro models are more attractively priced compared to their functionality, while the Air mainly focuses on design but adds little in terms of functionality. As a result, buyers are more likely to switch to models that offer a better balance of price, performance and features. The iPhone 17 in particular seems to be popular, this is mainly due to the new screen, better battery life and powerful performance.
Production ramp-up of regular models
According to various market analyzes and reports, production for the regular iPhone 17 models has been increased to meet growing demand. This has prompted Apple to focus its production capacity on devices that demonstrate better sales performance. As a result, Apple is responding to limited demand by virtually halting production of the iPhone Air and shifting focus to models that are popular with consumers.