Industry Rethinks Ultra-Thin Phones Following iPhone Air‘s Underperformance
Oslo, Norway - November 22, 2025 – A weaker-than-anticipated reception for Apple’s iPhone Air is prompting a meaningful shift in mobile phone advancement, with multiple manufacturers reassessing-and in some cases, abandoning-plans for ultra-thin devices.The trend reversal, initially sparked by consumer preferences, is now impacting product roadmaps across the industry.
Launched this autumn, the iPhone Air was positioned as a lightweight and exceptionally slim addition to Apple’s lineup. However, sales have fallen short of expectations, leading Apple to question the future development of the model.
the impact extends beyond Apple. Several Chinese manufacturers, including Xiaomi, Vivo, and Oppo, have either paused or cancelled development of their own ultra-thin phone projects, according to reports. Xiaomi, previously rumored to be developing a direct competitor to the iPhone Air, has reportedly shelved the project following disappointing sales data. Industry observers suggest consumers are now prioritizing battery capacity, durability, and functionality over minimal device thickness.
Samsung is also experiencing similar challenges.The Galaxy S25 Edge, released a few months prior to the iPhone air, has also underperformed sales forecasts. This points to a broader trend indicating waning consumer demand for ultra-thin smartphones.
The shift highlights a renewed focus on practical features. The market currently favors devices offering larger batteries, improved cameras, and robust construction-qualities often compromised in extremely thin designs.
Amidst the iPhone Air’s struggles, apple is reportedly focusing on new form factors. rumors suggest the company is developing its first foldable phone, potentially launching in September 2026. Reports indicate the device aims to minimize the visible crease common in existing foldable models. This move signals a potential departure from the pursuit of ultra-thin designs and a focus on innovative, option mobile experiences.
