Apple slashes iPhone Air production amid tepid demand

• Production orders, starting in November, will be less than 10 per cent of the volume compared with September.

Apple is scaling back production of its recently launched iPhone Air, after disappointing sales revealed a consumer preference for devices with robust cameras and longer battery life over ultra-thin design.

The move, reported by Nikkei Asia on Wednesday, marks a rare retreat for the tech giant, which had positioned the iPhone Air as its boldest smartphone design in years.

According to sources cited by Nikkei, Apple will reduce iPhone Air production orders to nearly “end of production” levels, with volumes beginning in November expected to fall below 10 per cent of what was produced at launch in September.

“Production orders, starting in November, will be less than 10 per cent of the volume compared with September,” one supplier told the publication. The decision comes just weeks after the iPhone Air’s launch in China and amid weak demand in major markets outside China.

No demand for iPhone Air

Launched at a starting price of $999, the iPhone Air stands out as the thinnest iPhone ever at just 5.6 mm thick—slimmer than a pencil—and weighs less than any iPhone since the 2020 iPhone 12 mini. It carries a 48−mega pixel rear camera, matching the main camera found in Apple’s other flagship models, the iPhone 17 and iPhone 17 Pro.

However, despite Apple’s claim of “all−day” battery life, the iPhone Air’s battery performance lags behind those higher−end models, prompting Apple to design a $99 MagSafe battery accessory to extend usage up to 40 hours.

Market signals have been clear: the iPhone Air has remained immediately available for shipment on Apple’s website in all configurations, while both the iPhone 17 and iPhone 17 Pro have seen shipping delays of two to three weeks due to strong demand.

A recent survey by KeyBanc Capital Markets found “virtually no demand for iPhone Air, and limited willingness to pay for a foldable.” The research further noted that AI features, despite prominent mentions in Apple’s marketing, have yet to influence buying decisions.

Apple’s struggles with the iPhone Air parallel challenges faced by competitors. Samsung reportedly halted production of its Galaxy S25 Edge and canceled future models in the line after the device sold only 1.31 million units as of August—significantly fewer than its more conventional siblings, which garnered sales of up to 12.18 million units in the same period.