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Apple’s new iPhone Air is not living up to the hype the company pushed in September, and the early numbers show a clear miss. The story is simple: Apple promised a major redesign, and buyers expected real value, but the actual sales are way below what the company had planned, according to reporting from the Financial Times. The iPhone Air came out as the thinnest model Apple has ever made, yet that thin design came with trade-offs that customers clearly did not want. Apple priced the Air high, trimmed hardware to keep the 5.64mm body, and then watched shoppers move toward models with more power and better features. The Financial Times quoted International Data Corporation researcher Nabila Popal, who said “Apple had bigger expectations for the Air and it has not delivered on them,” after data showed Apple cut production for the Air by half only weeks after launch. Nabila explained that early checks across Apple’s supply chain showed the Air selling only about one‑third of the company’s top projections. Apple has been trying to find new ways to push iPhone sales forward after years of slow movement, even though the iPhone still brought in $209 billion in the 12 months to September, which is around half of all Apple revenue. Apple pulls back Air production as other iPhone 17 models grow The rest of the iPhone 17 lineup is not having the same problem. Those devices came out at the same time as the Air, and Apple expects them to push a record holiday quarter beyond what Wall Street had penciled in. Analysts at Morgan Stanley said Apple may build 90 million units of the new lineup in the second half of 2025, which is 6 million more than expected before launch. But they also said those gains are…

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Filed under: News - @ November 23, 2025 8:12 pm