Apple’s most lucrative product may soon undergo a significant transformation.
The technology leader is anticipated to make its most substantial investment in years by launching a notably slimmer iPhone, aimed at rekindling interest in its primary source of revenue.
This new, more streamlined iPhone, which has been referred to in media outlets as the iPhone “Slim” or “Air,” is expected to debut later this year as part of the iPhone 17 series, according to reports from Bloomberg, the Wall Street Journal, and The Information. This would mark the most significant redesign of the iPhone in several years, potentially the first major change since the introduction of the home button-free iPhone X in 2017.
However, the question remains: will this be sufficient?
While Apple’s iPhone division remains stable—with smartphone sales revenue in the first fiscal quarter mirroring that of the previous year and an overall revenue increase of 4%—the product faces numerous challenges. These include consumers retaining their iPhones for extended periods, iPhone revenue falling short of Wall Street’s projections in the last quarter, and Apple losing market share in China to local competitors. The company must devise a strategy to expand its most valuable business segment.
Apple has not yet responded to CNN’s request for comment.
This situation is not unprecedented. Apple has consistently faced pressure to innovate and expand its iPhone segment, even amid a sluggish smartphone market and fierce competition in China.
Currently, however, Apple’s significant investment in artificial intelligence—marketed as a key feature for the iPhone 16—is taking longer than anticipated to yield results. In the interim, the company may need to depend on its physical products to captivate consumers.
“There is more pressure on Apple now than ever, especially since Samsung has been gaining market share with its larger displays,” stated Patrick Moorhead, CEO and chief analyst at tech advisory firm Moor Insights & Strategy.
The anticipated thinner iPhone 17, set to launch this year, is expected to be approximately two millimeters slimmer than the current model.
