Apple has made a sharp adjustment to its global supply chain, slashing iPhone Air Production orders following weaker-than-expected consumer demand in several key markets. According to supply chain sources, production volumes for the iPhone Air have been scaled back to less than 10% of September’s levels, signaling that the model may soon reach “end-of-production” status.
Initially introduced as Apple’s thinnest smartphone ever, the iPhone Air was positioned as a premium, design-focused alternative to the flagship lineup. However, despite its sleek form factor and lightweight appeal, consumer response—particularly in North America and Europe—has been underwhelming.
In contrast, the iPhone 17 and iPhone 17 Pro have both seen strong sales performance, far exceeding Apple’s internal forecasts. To meet this surge in demand, Apple has reportedly increased production orders by around 5 million units for the iPhone 17 and substantially more for the iPhone 17 Pro. This reallocation ensures Apple maintains its total production target of 85 to 90 million units across all models.
Industry analysts suggest that the company’s rapid adjustment underscores the flexibility of Apple’s supply chain and its ability to respond swiftly to changing market dynamics. It also highlights a clear consumer preference: premium buyers continue to prioritize powerful performance, advanced cameras, and durability over extreme thinness.
The iPhone Air was widely viewed as a transitional product—a conceptual precursor to the long-anticipated Foldable iPhone, rumored for release in 2026. However, the tepid response indicates that Apple may need to recalibrate its design strategy before fully diving into ultra-slim or foldable smartphone categories.
For now, the iPhone 17 and 17 Pro remain the company’s best-performing devices, driving global demand and maintaining Apple’s dominant position in the premium smartphone segment.
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