Sobald der Air kommt, tritt der Plus aus: Kann das vierte iPhone von Apple die Lage wenden?

It's an established rule in Apple's product cycle to make minor updates every three years and major ones every five years. As these time points approach, just like the silent turn of tree rings, it ushers in another exciting moment in the consumer electronics industry. At 1:00 am Beijing Time on September 10th, Apple will hold its 2025 fall product launch event with the theme "Awe dropping", which translates to "Get ready for an exciting show" in Chinese.

The biggest highlight of this launch isn't just the "routine upgrades" in the iPhone 17 series, such as the ProMotion display, titanium alloy frame, and Camera Bar module. Nor is it the larger main camera on the Pro Max. Instead, it lies in the most easily overlooked position within the product lineup: the Air, a full - fledged "fourth iPhone", is once again in the spotlight.

From the mini to the Plus, Apple has twice attempted to insert a supplementary model between the standard and Pro versions, but neither attempt was successful. This time, the iPhone 17 Air, which well - known journalist Mark Gurman calls "the most eye - catching new product", is only 5.5 mm thick and weighs just 145 grams. Apple sees it as the key to unlocking the demand for thin and light devices, and it might also become a "brand - new choice" for consumers in an era when hardware differentiation is becoming increasingly scarce.

01: Apple Has Never Given Up on the "Fourth iPhone"

This isn't Apple's first attempt to launch four iPhone models simultaneously.

Going back to 2020, the iPhone 12 series broke the "three - model lineup" for the first time by introducing a small - screen model, the iPhone 12 mini. This 5.4 - inch "pocket rocket" was regarded as a return to "Jobs' ideal". A year later, it was continued for one more generation in the iPhone 13 series. After that, the 6.7 - inch large - screen Plus model took over, targeting users who desired a larger screen but had a limited budget with its positioning of "large but not Pro".

From the mini to the Plus, both attempts ended without success. It wasn't that Apple didn't promote them; it was that users weren't receptive.

According to domestic market data released by BCI Research, as of the first half of 2025, the total sales of the iPhone 16 series reached 29.82 million units, among which only 826,000 units of the iPhone 16 Plus were sold, less than one - tenth of the iPhone 16 Pro Max. During the two years when the mini was available, it became a tough choice for niche users due to its "excellent feel but abysmal battery life". It was a mix of "love it" and "worry about it".

Apple surely understands these numbers.

Peng Deyu, an industry commentator, believes that Apple is aware that the charm of the mini's small screen was defeated by the practical concern of battery anxiety. It also realizes that the demand for the Plus's large screen was hampered by its awkward pricing of "neither Pro - level nor affordable". Even so, Tim Cook is reluctant to completely abandon the slot for the "fourth iPhone" because while the standard, Pro, and Pro Max models form a stable product triangle, there's still a gap in the middle that Apple wants to fill.

Is it possible to create an iPhone that wins not by performance, imaging, or materials, but by its "form" alone?

The emergence of the Air is the third attempt.

According to Mark Gurman, this time Apple isn't just playing with screen sizes. Instead, it has redefined the positioning of this "fourth model" from an overall industrial design perspective: lighter, thinner, and more extreme.

Ultimately, what Apple wants isn't just to sell one more model. It aims to build a new user perception: You don't have to pursue the most powerful performance, nor do you have to settle for the cheapest option. As long as you're willing to pay for "thinness" and "elegance", the Air is the iPhone for you.

But problems arise. How many such "you" are there? And can Apple finally make the right bet?

02: Is the Air a Refined Revolution or a Sequel to Thin - and - Light Anxiety?

To get consumers to accept a "non - mainstream" iPhone, Apple is betting on the concept of "extreme thinness and lightness" this time.

According to multiple reports, including those from Jimu News, the iPhone 17 Air will be equipped with a 6.65 - inch LTPO OLED screen with a ProMotion feature supporting an adaptive dynamic refresh rate of up to 120Hz. Its display parameters are almost on par with the Pro series. However, what really blows people's minds is its body thickness of only 5.5 mm and a weight of about 145 grams. It's a large - screen phone that's even lighter than the iPhone 13 mini and will be the thinnest iPhone ever made by Apple.

Thinness and lightness are the defining features of this phone.

Wu Yuxing, an expert in brand strategic positioning, believes that "the Air represents a reversal of Apple's product strategy that we haven't seen in years. It relies on differentiation rather than piling on features." The Air's approach isn't a repetition of the size games played by the mini and Plus. It's a re - positioning at the industrial design level. It aims to reach a group of users with "high aesthetic sense and high perception". Even if it means losing some performance enthusiasts, it's willing to offer a light and comfortable feel in exchange for users' emotional recognition of technology.

However, in the consumer electronics field, "thinness and lightness" aren't just adjectives. They also mean making compromises.

First, there's the battery. Specific details are yet to be revealed, but currently, it's widely rumored that the battery capacity is between 2800 - 3000 mAh. Considering the dual load of a 120Hz high - refresh rate and 5G network, such a battery is likely to repeat the "battery anxiety" problem of the mini. There's a joke among mini users: "Start the power - saving mode at 8 am and keep it on until the phone shuts down at 7 pm." No one can guarantee that the Air won't follow the same path.

Second, there's the imaging system. Multiple spy photos have basically confirmed that the Air adopts a single - camera design, with a 48 - megapixel wide - angle main camera and a 24 - megapixel front - facing camera. Theoretically, it can further optimize selfies and Face ID performance. While current flagship competitors are competing in terms of triple - camera setups, periscope lenses, and night - vision capabilities, whether the Air's imaging ability can gain market recognition remains to be seen.

There's also a notable controversy in the domestic market: it only supports eSIM.

Although China's three major telecom operators have recently restarted the eSIM service, the full - network compatibility isn't fully available yet, and the coverage varies across different cities. Especially in second - and third - tier cities, it still faces the awkward situation of being "usable but not very convenient". This means that the actual adaptability of the Air in China may not be optimistic.

Finally, there's the price. The Air's pricing isn't just light; it's light but expensive.

According to information cited by Jimu News from multiple sources, the starting price of the Air is $949, which is over 6900 yuan in RMB, significantly more expensive than the standard iPhone 17 ($799). From a pricing perspective, it clearly targets the "middle - class decision - making zone" - not Pro - level enough and not cheap enough.

In other words, the Air tries to attract attention through differentiation. But when it comes to making a purchase decision, consumers still have to answer the question: Am I willing to pay the price in terms of battery life, imaging, and multi - SIM support for the single advantage of "thinness and lightness"?

This question is the deciding factor for the Air's fate.

03: Does Apple's Product Portfolio Need the Air?

The birth of the Air is not only a breakthrough in product design but also an attempt to restructure Apple's strategic layout.

We know that in the past six years, Apple's iPhone lineup has formed a "stable triangle": the standard model is the sales foundation, the Pro is the standard for advanced performance, and the Pro Max represents the ultimate experience and a status symbol. This structure is stable because it corresponds to three typical consumer mindsets: "good enough", "advanced", and "top - of - the - line".

The Air aims to fill the gap between these three models. The question is: Is this gap worth filling?

Looking back at the failure of the mini, it tried to target the extreme scenario of "extremely small size" but was defeated by battery anxiety. The Plus, on the other hand, aimed to attract practical users who wanted a large screen but didn't need top - end features. However, it fell into the awkward position of being "a bit short of the Pro but a bit too much compared to the standard". The problem with both models is that while there was demand, they couldn't support a complete decision - making process for users.

In other words, Apple's triangular product structure has covered most users' mindsets quite comprehensively. To create a new foothold, there must be strong differentiation, and the group of users willing to pay for it must be large enough.

The Air is trying to become this new foothold.

It's different from the mini's compactness and the Plus's compromises. It takes an independent path of "extreme thinness and lightness". It doesn't compete for the flagship position, nor does it deliberately cut costs. Instead, it targets users who have an extreme pursuit of feel, portability, and aesthetics.

In an era when mainstream flagship phones are getting thicker and heavier (for example, the Galaxy S25 Ultra weighs up to 218 grams, and the iPhone 16 Pro Max weighs over 220 grams), the Air's weight of only 145 grams and thickness of 5.5 mm have become a "rare experience that goes against the trend".

However, reality is harsh.

Regarding the market's reaction to the Apple iPhone 17 Air, Wami Mohani, a research analyst at Bank of America, believes that investors won't be overly optimistic. "Although changes in the phone's appearance have significantly boosted the replacement cycle of new - generation iPhones in the past, in our view, investors are relatively more cautious about the potential boost from a thinner model."

Since the replacement cycle of smartphones has lengthened, users are more concerned about practical value than sensory novelty. If the Air can't provide continuous appeal in real - world use, it's likely to end up in another "failed attempt".

On the other hand, this is also where the Air differs most from its predecessors. It's no longer just a "stripped - down version". Instead, it tries to build user perception based on a "new value dimension". It's neither a smaller version nor a low - end version. It's forging its own path.

Will it gain a firm foothold in Apple's product portfolio? No one can be certain. But at least, it's Apple's most experimental attempt in recent years.

Epilogue: The Air Is an Opportunity and a Bold Gamble for Apple

The iPhone 17 Air isn't just a graceful turn in Apple's hardware design. It's a bold gamble on product philosophy.

In an era of intense competition in imaging and feature - stacking among flagship phones, the Air doesn't try to compete in terms of camera specs or pursue ultimate performance. Instead, it goes against the trend by using "extreme thinness and lightness", something that seems to have been abandoned by the era, to re - awaken users' perception of feel, portability, and minimalist aesthetics.

This isn't a compromise; it's a strategic restructuring.

Apple is well aware of the Air's flaws - a relatively small battery, a single - camera setup, and only eSIM support. It also knows that it's not cheap, its positioning is in an awkward place, and it could easily be marginalized again. But it still takes the plunge because it wants to bet on one thing: in an era of product homogenization, if you can achieve extreme differentiation, you can create new necessities.

This time, it's not betting on photography or the chip. It's betting on "thinness" and "lightness", two seemingly outdated words.

Will it succeed? No one can guarantee. But one thing is certain: if the Air succeeds, it will become the fourth pillar in Apple's product line, filling the gap in users' minds for something "different". If it fails, it won't be more embarrassing than the mini and Plus. Instead, it will be a precursor to a more mature thin - and - light flagship in the next generation.

The emergence of the Air is a well - executed sidestep, neither an upward nor a downward move. It's Apple's lateral breakthrough within its stable triangular product structure.

It's not a "compromised iPhone". It's a flagship attempt in a "different experience dimension".

Whether users will buy it depends on whether this generation of consumers is willing to pay a "heavy" price for "lightness".

This article is from the WeChat official account "Insightful Views on the Tide", written by Gao Heng and published by 36Kr with permission.