In a surprising market shift, leading Chinese smartphone manufacturers have abruptly cancelled their ultra-thin device projects after witnessing the disappointing performance of Apple's iPhone Air. This marks a rare instance where Chinese brands have chosen not to follow Apple's design leadership.
Major Players Pull Back From Ultra-Thin Race
According to industry reports from DigiTimes, companies including Xiaomi, Oppo, and Vivo have either frozen or completely scrapped their "Air" model development plans. The decision came after these manufacturers observed the underwhelming market response to Apple's ultra-thin flagship device.
Xiaomi, which had been actively developing an iPhone Air competitor, completely abandoned the project after reviewing the poor sales figures for Apple's offering. This represents a significant strategic pivot for Chinese manufacturers who have traditionally been quick to emulate Apple's successful product categories.
Consumer Preference Shifts to Function Over Form
The iPhone Air's market struggles have been substantial and well-documented. Foxconn, Apple's primary manufacturing partner, has reportedly dismantled most production lines dedicated to the device. Meanwhile, fellow manufacturer Luxshare ended all iPhone Air production as early as October.
A Wall Street Journal survey revealed that only one in ten iPhone 17 buyers opted for the Air model during initial sales periods. The device, priced at $999 with a thickness of just 5.6mm, sits merely $100 below the iPhone 17 Pro, which offers significantly better features including triple cameras, superior battery life, and enhanced thermal management.
Bloomberg's Mark Gurman noted that Apple itself had modest expectations for the iPhone Air, projecting it would capture only 6% to 8% of new iPhone sales. The company essentially treated the device as "a technology exercise and a prototype" for its upcoming foldable iPhone.
Samsung Faces Similar Challenges
Apple isn't alone in facing consumer resistance to ultra-thin flagships. Samsung has encountered identical challenges with its Galaxy S25 Edge, which launched at $1,099 but suffered from significant thermal issues due to inadequate cooling hardware.
The device's 3,900mAh battery capacity proved insufficient for practical usage, and compromises including a less versatile dual-camera system failed to justify its premium pricing. These shortcomings have led Samsung to reportedly cancel the Galaxy S26 Edge successor entirely.
The emerging pattern clearly indicates that contemporary smartphone consumers are no longer willing to sacrifice essential features like camera capabilities, battery life, and thermal performance for thinner device profiles—especially when these compromises come with premium price tags.
Future of Ultra-Thin Smartphones
Apple has reportedly removed a second-generation iPhone Air from its fall 2026 schedule, according to Bloomberg. However, engineering teams continue development work on an improved version featuring better battery optimization.
The company may potentially release a redesigned ultra-thin model as early as spring 2027, though no definitive timeline has been confirmed. This suggests that while the current generation of ultra-thin devices has failed to resonate with consumers, manufacturers haven't completely abandoned the concept for future iterations.
The collective retreat from ultra-thin smartphones by both Apple and Chinese manufacturers signals a significant moment in mobile technology evolution, where practical functionality has decisively triumphed over extreme form factor ambitions in the current market landscape.
