The iPhone Air, launched as Apple’s thinnest ever smartphone, has reportedly sold far below expectations. This poor performance is now influencing major Chinese manufacturers, who are reportedly shelving or freezing their own “ultra-slim” phone projects in response.
What looked like a bold bet on thin, stylish phones now seems to be a warning; slimmer isn’t always better when it compromises on value. As long as the iPhone Air struggles, manufacturers are rethinking the tradeoffs of ultra-thin design.
What went wrong for the iPhone Air
The iPhone Air’s design turns heads: it clocks in at just 5.64 mm thick, its thinnest iPhone yet. But that slimness came at a cost. In order to meet the thin profile, Apple trimmed key hardware: smaller battery, simpler camera setup, reduced speaker quality, and less robust optics compared to its Pro-class models.
Consumers seemed to notice. Early demand did not translate into sales. Industry insiders say retailers have seen underwhelming uptake, while Apple reportedly scaled back production sharply.
That has raised red flags across the smartphone world. For many buyers, style and slimness no longer outweigh battery life, camera quality, speaker performance, and overall value. That shift is now forcing other companies to pause their thin-phone plans or rethink them entirely.
Who’s backing away?
According to supply-chain reports, several Chinese vendors had thin-phone projects underway. Some aimed to launch “Air-style” devices to rival Apple’s offering. But now, after the Air’s reception, many of those projects have been scrapped or put on ice. Brands mentioned include big names like Xiaomi, OPPO, and Vivo.
Manufacturers reportedly reassigned production resources originally intended for thin-phone lines, indicating a clear shift in strategy.
This kind of retreat suggests a broader lesson is being learned: in 2025, many smartphone buyers prioritize battery life, performance, and overall value — not disappearing-thin phones.
Do you think smartphone brands should continue making ultra thin phones?
Let us know!
If you liked this article, check out our other articles on Apple.