People aren’t buying into Apple’s big bet on a slimmer iPhone, survey suggests

Apple's ambitious redesign of the iPhone, introduced last year, marked a significant shift for its flagship device, but early sales figures suggest that the new iPhone Air is not resonating with consumers as expected. Recent data from Consumer Intelligence Research Partners reveals that only 6% of U.S. iPhone buyers opted for the iPhone Air during its first full quarter of availability, which ended in December. In stark contrast, the traditional iPhone 17, along with its Pro and Pro Max variants, saw much higher adoption rates, with 22%, 25%, and 27% of buyers respectively choosing those models. As Apple prepares to announce its quarterly earnings, which will include global iPhone revenue but not specific model sales, speculation about the iPhone Air's performance has already surfaced. The International Data Corporation forecasts a record number of shipments for Apple, driven predominantly by the iPhone 17 range. Some analysts argue that the iPhone Air was never intended to be a runaway bestseller; rather, it was designed to offer variety and lay the groundwork for future innovations, such as foldable iPhones. Despite its innovative design, the iPhone Air's lukewarm reception raises questions about Apple's strategy moving forward. The survey conducted by CIRP, which involved 500 U.S. consumers who purchased Apple products from October to December 2025, indicates a clear disparity in interest levels between the iPhone Air and its more popular counterparts. The iPhone Air, released alongside the iPhone 17 models in September, has already faced reports of weak demand. According to analysts, a potential factor contributing to the lack of enthusiasm for the iPhone Air is that consumers are not particularly drawn to thinner phones. Many who purchased the iPhone Air did so primarily to replace older devices rather than due to a desire for a sleeker model. This sentiment is echoed by Carolina Milanesi, a tech industry analyst, who notes that consumers are not prioritizing weight or thinness when selecting smartphones. Apple's attempts to diversify the iPhone lineup have not always met with success. Previous models like the iPhone Mini and iPhone Plus were discontinued due to lackluster sales. The iPhone Air, while thinner, does not significantly outshine its competitors in key areas such as battery life, camera quality, or screen size. The iPhone 17 Pro Max boasts superior features, making it a more appealing choice for consumers. Still, some industry experts believe that the iPhone Air represents more than just immediate sales figures. The design and engineering innovations implemented in the Air could set the stage for future advancements, including a foldable iPhone that might be introduced later this year. The unique placement of the chips within the camera module allows for a thinner design without severely impacting battery life, a crucial factor for the viability of foldable devices. Ultimately, while the iPhone Air may not be a hit among mainstream consumers, it could play a pivotal role in shaping Apple’s future product offerings and maintaining its reputation for cutting-edge technology. As Milanesi points out, even if some consumers choose not to purchase the Air, the innovation behind it enhances Apple's brand image as a leader in smartphone design.