The Apple faces difficulties with the iPhone Air, launched in September 2025, which is experiencing lower-than-expected demand in global markets, including the China. Fabricantes Chinese companies such as Xiaomi, Oppo and Vivo, which were planning ultra-thin models inspired by the device, decided to suspend or cancel these projects due to low consumer interest. The situation reflects a change in the sector’s priorities, where reduced thickness does not compensate for limitations in battery and cameras.
Analyst reports indicate that iPhone Air production has been cut by more than 80% by the first quarter of 2026, with suppliers like Foxconn dismantling assembly lines. Esse scenario directly affects competitors, who see the failure of Apple as a sign of risk for investments in similar designs.
The iPhone Air, just 6.6 mm thick, promised innovation, but sales represented less than 10% of iPhone 17 units in the Estados Unidos in the first few weeks. Consumidores prioritize autonomy and performance over the slim format, according to market research.
Adjustments to the Apple supply chain
Apple suppliers drastically reduced production capacity for the iPhone Air after launch. Foxconn, the main automaker, has deactivated all lines dedicated to the model until the end of October 2025.
Luxshare, another key partner, halted component assembly over the same period, with some long-term items being discontinued by December. Essa measure aims to balance accumulated stocks in stores and distributors.
These actions occur amid demand that has fallen to “end of cycle” levels, according to analysts at Mizuho Securities. Apple now focuses on models like the iPhone 17 Pro, which surpass the Air in sales.
Chinese brands’ reactions to the flop
Xiaomi, which was developing a “true Air model” to compete directly, abandoned the project in the prototype phase. The company has reallocated resources to core lines such as the Mi series, prioritizing larger batteries.
Vivo, in turn, ruled out the integration of ultra-thin designs in the mid-range S, still in initial planning. Essa decision avoids high costs with no guaranteed return on the market.
- Oppo froze slim chassis tests for flagships, opting for adjustments to existing models.
- Huawei, despite the recent Mate 70 Air, monitors the impact and may postpone similar expansions.
- Others, such as Tecno, suspended launches scheduled for 2026 after analyzing global data.
These changes highlight a more cautious strategy, focusing on a balance between design and functionality.
Samsung Strategies and Global Rivals
Samsung, Apple’s biggest competitor, canceled the Galaxy S26 Edge, even with prototypes ready for 2026. The previous model, Galaxy S25
This decision follows cuts in the production of the S25 Edge, influenced by the same pattern of rejection of ultra-thin products. The South Korean returns to the Galaxy S26 Plus, with a traditional design and lower costs.
Other Asian brands, such as Honor, have paused innovations in thin thickness, redirecting efforts towards foldables. The global market shows that only 6% of buyers value fineness above other attributes.
Redesign plans for iPhone Air
The Apple delays the second-generation iPhone
Engineers plan to add a second rear lens and improve autonomy without increasing thickness. Stereo audio will also be included in the list of upgrades to elevate the user experience.
These adjustments aim to transform the model into a viable option, but depend on lessons from the initial launch. Até there, the company monitors trends to avoid repeating errors.
Market lessons for future designs
The iPhone Air episode reinforces that radical innovations need practical balance. Baterias of silicon, tested in ultra-thin, did not overcome daily demands of intense use.
Manufacturers are now investing in hybrids, such as foldables with controlled thickness. Pesquisas indicate preference for devices measuring at least 8 mm, ensuring durability and full capabilities.
None of the companies involved have issued official comments on the cancellations. The sector is following closely, with more announcements expected at fairs such as MWC 2026.
