Apple’s redesigned iPhone Air has underperformed, prompting the company to cut Air production by about half after launch as early checks show sales running around a third of internal projections.

Analysts say consumers are prioritizing value and features over novelty, suggesting Apple may need to rethink its premium design strategy for the Air and related models.

A Financial Times report citing early data confirms that iPhone Air sales have been weaker than expected.

Apple remains optimistic that stronger performance from other iPhone 17 models could lift holiday-quarter sales, with the broader lineup potentially driving a record quarter and substantial revenue for the year.

Counterpoint data indicate early iPhone 17 sales are outpacing iPhone 16 in the U.S. and China, with the base model delivering strong value due to improvements without a price hike.

High price and redesigned components are cited as factors dampening demand, as price-sensitive shoppers seek better value.

In China, the Air is the slowest-selling 17-series model, with long delivery waits signaling weak demand in a crucial market where consumers favor pricier specs.

Industry commentators view the Air as a possible test bed for a future foldable strategy, suggesting Apple may place foldables at the high end while the Air could acclimate consumers to thinner devices.

Interest at launch remained strong (1 million product page views in September and 7.4 million total event views), but conversion to purchases was about one-third lower than for other iPhone 17 models, indicating a gap between interest and actual buying.

The Air’s ultra-thin design involved trade-offs, including reduced hardware and a $999 price that did not deliver enough value versus the iPhone 17 Pro and base iPhone 17, contributing to weak demand.

Morgan Stanley analysts project up to 90 million iPhone 17 units in the second half of 2025, though gains are tempered by weakness in the Air.

Overall, Apple’s struggle reflects a shift in consumer priorities toward value-centric purchases rather than premium, design-forward devices.