Production of Apple’s highly anticipated iPhone Air, its thinnest phone yet, has nearly ground to a halt due to global demand that has fallen far short of expectations. The company is significantly reducing orders for this ultra-thin model and redirecting its resources to more popular devices. This model, which has not been particularly popular in markets outside of China, signals a significant shift in Apple’s product strategy.

Weak global demand leads to iPhone Air production halt

According to reports from Nikkei Asia, Apple has decided to reduce production orders for the iPhone Air to less than 10% of its September volume starting in November. This cut coincides with near-end-of-production levels. Initially expected to account for 10% to 15% of the iPhone 17 series’ total production plans, the lukewarm reception of the Air has forced Apple to reallocate resources.

Following the low demand for the iPhone Air, Apple has quickly shifted its production lines to the standard iPhone 17 and iPhone 17 Pro models, as demand for these models appears quite healthy. It appears that users are focusing more on core features like cameras, battery life, and speed, and are not willing to sacrifice other features simply for thinness. For example, while the iPhone Air is available for immediate shipping on Apple’s website, other iPhone 17 models are experiencing shipping delays of two to three weeks.

At 5.6 mm, the iPhone Air, Apple’s thinnest phone, apparently failed to meet user expectations. This situation, similar to Apple’s past “mini” and “Plus” models, highlights the difficulty Apple is facing in gaining market share for models outside of its core iPhone lineup. Furthermore, this development, along with Samsung’s similar halting of development of its super-thin Galaxy S26 Edge, demonstrates that ultra-thin smartphones represent a risky proposition for their overall market strategy.

So, what are your thoughts on the iPhone Air halting production? Share your thoughts with us in the comments!