It's unclear whether the iPhone Air will be successful, or if Apple needs to give it more time.
The early movement on the pre-order front for Apple's latest iPhones doesn't look great for the Air, begging the obvious question - will this ultimately go the way of the dodo (and iPhone Plus line)?
The iPhone Air is arriving this Friday, which may please Apple fans, but not necessarily shareholders. Tim Cook is highlighting U.S. investments while the iPhone 17, 17 Pro, and 17 Pro Max seem to have strong global demand.
AT&T is offering the iPhone 17 for $0.00/mo with trade-in of any iPhone in any condition with a qualifying plan. It features improved design, better battery life, and performance.
AT&T is offering the iPhone Air for $4.73/mo with an eligible trade-in from any year and a qualifying plan. Shipping begins September 19.
Until Apple releases official sales figures or a reliable market research report appears, assessing each model's performance is difficult.
Currently, we only have Ming-Chi Kuo's analysis of pre-orders, based on internal information and publicly available data, plus an assessment of that public information.
As of September 16, Apple's website states that the most popular iPhone Air models in the US will ship in "2-3 weeks," while most iPhone 17 Pro Max versions take "3-4 weeks." Several Air configurations are available this Friday, but the iPhone 17 and 17 Pro require a "2-3 week" wait.
Apple may have prepared well for the iPhone Air launch, anticipating high demand. Kuo claims the model's Q3 "build plan" tripled that of last year's iPhone 16 Plus.
However, it is questionable that Apple predicted sales of the iPhone Air better than the iPhone 17, 17 Pro, and 17 Pro Max, given their predecessors.
It seems unlikely that Apple perfectly matched Air production to initial demand. The company may be creating an illusion of success with the iPhone 17, 17 Pro, and 17 Pro Max.
If history repeats itself, this point has arrived or is close. The iPhone 16 Plus was not a hit, but marketing also played a role.
For a while, the iPhone 16 and 16 Plus might have outsold the 16 Pro and 16 Pro Max, but iPhone 17 Plus rumors shifted attention away from the least popular iPhone 16 model.
One device will always be least successful, which is acceptable in a successful series. If Apple accepts this and avoids frequent changes, the iPhone Air line could thrive.
The first-generation Air is not universally liked, with some preferring the iPhone 17, and the absence of an iPhone 17 Plus being questioned. The discontinuation of the iPhone mini line is still felt by some.
If Apple is committed to the ultra-thin flagship concept, the iPhone Air should receive more consideration than the iPhone 14 Plus or iPhone 12 mini, regardless of initial demand or later sales. Apple sells the top three smartphones globally, and the iPhone Air might enter the top ten in a year or two through patience and consistent promotion.
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