Apple may launch its slimmest-ever iPhone this year; but why it may not be the right choice for buyers

Apple is expected to unveil the new iPhone 17 series at its "Awe Dropping" product launch event on September 9. The new lineup may include four models: the iPhone 17,

iPhone 17 Air

, iPhone 17 Pro, and iPhone 17 Pro Max, as well as new Apple Watches and AirPods. However, the main highlight of the event is expected to be the thin and light iPhone 17 Air, which marks the first major redesign of the iPhone in several years. However, a report suggests that despite its prominence, the new device will not be the right purchase for most customers.

How iPhone 17 Air may not be the right buy for new customers

According to Bloomberg's Mark Gurman, the upcoming iPhone 17 Air may follow a path similar to the original MacBook Air launch in 2008. At that time, the MacBook Air introduced a thinner and lighter laptop design, along with features like a multitouch trackpad and the removal of the optical drive. While it was notable for its design, it also faced limitations in performance, battery life, and pricing, which made it less appealing to many buyers.Gurman suggests the iPhone 17 Air could face comparable challenges. The phone is expected to have a slimmer frame with a 6.6-inch display, but it may compromise on battery life and offer only a single rear camera. Pricing is also expected to position it between the standard iPhone 17, which has more cameras and stronger battery life, and the iPhone 17 Pro, which brings higher performance and display features.

Thinness alone may not hold as much value in today’s smartphone market, where many customers give more importance to battery performance and camera systems, Gurman notes. Similarly, Samsung’s S25 Edge, which was launched earlier this year with a similar focus, did not generate strong sales, the report noted.However, Gurman points out that the iPhone 17 Air could still play an important role in shaping Apple’s future product line. Just as the early MacBook Air eventually led to later models that balanced design and performance more effectively, the iPhone Air might mark the beginning of thinner phones that retain higher capabilities once technology develops further.He adds that the work Apple is doing on engineering, battery chemistry, display adjustments, and in-house components for the iPhone Air could also support future devices such as a foldable iPhone, which may arrive as early as next year, followed by a new Pro model in 2027. For now, though, the iPhone 17, 17 Pro, and 17 Pro Max are expected to remain the more practical choices for most buyers.