Since 2020, Apple has been struggling to find a “fourth iPhone model” that will resonate with customers. First there was the tiny vanilla iPhone Mini, which was a big hit but didn’t find a buyer. After two years of operation, Apple replaced it with a larger model called the Plus.
However, the Plus version failed to increase sales significantly.
According to Bloomberg’s Mark Gurman, Apple is now using the fourth model for its next attempt, which will be released next year.
The question remains: What new approach might Apple try after looking at the ‘Mini’ and ‘Plus’ options? Well, according to Gurman, the next model could be “far thinner design.”
In the latest Power On newsletter for Bloomberg, Gurman writes that Apple plans to introduce an ultra-thin iPhone “Air” model in 2025 as part of the iPhone 17 series. The new iPhone 17 Pro replaces the current Plus version.
The iPhone 17 Air will be thinner than other models, reminiscent of the original MacBook Air. With the Air, Apple is changing its marketing strategy a bit and trying to bring more profit to customers, which the Mini and Plus obviously won’t be able to achieve.
Gurman suspects this could be Apple’s marketing strategy for the device: “If you want something nicer than the standard iPhone, but don’t need the performance, screen size or cameras of the Pro model, you can get something that looks real.” “cool, but at the same time equipped with the technical data of a traditional iPhone.
This new Air model, along with the fourth-generation iPhone SE expected in early 2025, will help Apple achieve “significant growth” in iPhone sales, Gurman writes. The iPhone SE is expected to have a similar design to the iPhone 14, with a full-screen OLED display and support for Apple’s upcoming AI features.
Bhupendra Singh Chundawat is a seasoned technology journalist with over 22 years of experience in the media industry. He specializes in covering the global technology landscape, with a deep focus on manufacturing trends and the geopolitical impact on tech companies. Currently serving as the Editor at Udaipur Kiran, his insights are shaped by decades of hands-on reporting and editorial leadership in the fast-evolving world of technology.