Apple to Unveil Slimmer “iPhone Air” Alongside iPhone 17 and New Apple Watch
Apple is preparing for one of its most anticipated launch events in years, with reports suggesting the company will introduce a brand-new, slimmer iPhone model—possibly named the iPhone Air—on September 9. The announcement is expected to come alongside the debut of the iPhone 17 lineup and the latest Apple Watch series.
If confirmed, the launch would mark the first major iPhone redesign since 2017, when the iPhone X revolutionized the product line by removing the home button and introducing Face ID technology. That bold redesign set the stage for nearly a decade of iPhone evolution.
Why Apple Needs a Shake-Up
For years, the iPhone has been Apple’s biggest success story, but recently, consumers have become more cautious about upgrading. A growing number of users now hold onto their devices longer, waiting until new models deliver major features that feel worth the investment.
Market analysts believe the iPhone Air could be Apple’s answer to this challenge. Unlike the iPhone X, which redefined the smartphone, the iPhone Air is expected to add variety to the lineup and appeal to buyers who want a thinner, lighter device without sacrificing performance.
Rivals Push AI, Apple Focuses on Design
Competitors like Samsung and Google have leaned heavily into artificial intelligence features in their latest phones. Google’s Pixel 10 showcased its Gemini assistant, while Samsung’s Galaxy S25 highlighted AI-powered tools that simplify daily tasks.
Apple, however, appears to be taking a different approach this year. Industry insiders suggest the company will prioritize hardware upgrades such as camera improvements, longer battery life, and a sleek new design, rather than placing AI at the center of its launch.
Price and Tariff Pressures
Pricing is expected to be one of the most closely watched elements of the event. Analysts warn that tariffs and rising component costs may force Apple to raise prices or adjust storage options. Some reports suggest the iPhone 17 Pro may no longer include the lowest storage model, pushing customers toward higher-priced versions.
“Usually, when pricing dominates the conversation before a product launch, it’s not a great sign,” said Runar Bjørhovde, an analyst at Canalys. “But this year, tariffs make it impossible to ignore.”
The Challenge of a Fourth iPhone Model
Apple has long struggled to make a fourth iPhone model as popular as its standard, Pro, and Pro Max versions. The iPhone Mini was discontinued after just two generations, and the Plus model has not matched expectations.
The iPhone Air is expected to take the place of the Plus, though reports suggest it may come with some compromises, such as having only one rear camera instead of two. With consumers holding onto their phones for longer than ever, Apple will need more than just a slim design to win buyers over.
Why the iPhone Air Could Work
Despite these challenges, there are reasons for optimism. Apple’s “Air” branding has a strong history: both the MacBook Air and iPad Air have become consumer favorites, combining portability with premium performance.
“There’s every chance the iPhone Air will follow the same path,” said Dipanjan Chatterjee, vice president and principal analyst at Forrester. “Apple knows how to make slim devices desirable without compromising quality.”
Can Apple Still Capture the Hype?
Nearly two decades after the original iPhone reshaped the smartphone industry, Apple still holds a commanding 15.7% share of the global smartphone market, second only to Samsung.
But the bigger question remains: can the iPhone continue to excite consumers in an era dominated by AI innovations, trade disputes, and slowing upgrade cycles?
For Apple, the answer may lie in striking the right balance—delivering design innovation, reliable performance, and competitive pricing—to ensure the iPhone Air and iPhone 17 resonate with buyers worldwide.