iPhone Air Arrives, Replacing the Plus Model in Apple's Lineup
Apple has officially pulled the curtain back on its latest iPhone lineup, and a significant shift has occurred: the introduction of the iPhone Air, which directly replaces the "Plus" variant. Unveiled yesterday at the company's "Awe Dropping" event, the iPhone Air marks a strategic pivot, signaling Apple's response to evolving consumer preferences and a desire to inject new life into its mid-tier offerings. This move effectively retires the larger-screened, non-Pro model that has been a staple for several generations.
The decision to discontinue the Plus model, exemplified by last year's iPhone 16 Plus, appears to be rooted in its comparatively weaker sales performance. Industry reports from 2024 indicated a noticeable dip in demand for the Plus models, with sales down approximately 20% year-over-year. This trend suggests a growing consumer inclination towards either more compact, manageable devices or the premium features found in the Pro lines, rather than simply a larger screen at a mid-tier price point. The iPhone Air, with its emphasis on a breakthrough thin design, aims to capture this segment of the market.
A New Design Philosophy: Slimmer, Smarter
Notably, the iPhone Air isn't just a name change; it represents a significant redesign. Apple is touting it as "the thinnest iPhone ever made," a bold claim that immediately sets it apart. This ultra-slim profile, measuring a mere 5.6mm thick, is a stark contrast to the 7.8mm thickness of the iPhone 16 Plus. This focus on a sleeker form factor directly addresses a common criticism of larger phones: bulkiness.
But it's not all about aesthetics. The iPhone Air also boasts a 6.5-inch ProMotion display, bringing the smoother 120Hz refresh rate typically reserved for Pro models to this mid-tier device. This is a substantial upgrade from the 60Hz panels found on previous non-Pro iPhones, promising a more fluid visual experience for everything from scrolling through social media to gaming. Under the hood, it's powered by the A19 Pro chip, the same powerhouse found in the iPhone 17 Pro, ensuring that performance isn't sacrificed for the sake of its slender build.
Strategic Positioning and Pricing
The iPhone Air is positioned to fill a crucial gap in Apple's 2025 lineup, sitting between the standard iPhone 17 and the more premium iPhone 17 Pro models. It starts at $999 USD for the 256GB configuration. This pricing is a slight bump from the iPhone 16 Plus's $899 launch price, but it reflects the enhanced specifications and premium materials, including a titanium "space-grade" frame. This positions the Air as a more aspirational, yet still accessible, option for those who want a larger screen experience without necessarily stepping up to the Pro tier.
The move aligns with broader industry trends observed throughout 2024 and into 2025, where smartphone manufacturers are increasingly focusing on premium materials, advanced display technology, and sophisticated design language across their entire portfolios. Apple's strategy here seems to be about offering a more compelling package in the mid-range, one that appeals to users who might have previously felt the Plus models were a compromise, or who are simply looking for a more modern, svelte device.
What This Means for Consumers
For consumers, the replacement of the Plus model with the iPhone Air signifies a clear direction from Apple. The company is betting that the allure of an ultra-thin design, coupled with Pro-level display and processing power, will resonate more strongly than the larger, but less design-focused, Plus variants. This could be particularly appealing to users who found the Plus models a bit too unwieldy for one-handed use but still desired a screen larger than the standard iPhone.
The inclusion of features like Wi-Fi 7 and a global eSIM-only configuration also points to Apple's forward-looking approach, preparing its devices for future connectivity standards and streamlining the hardware design. While the battery capacity is listed at approximately 3,149 mAh, Apple assures "all-day life" and supports 30W wired charging, with a recommendation to pair it with a new, thinner MagSafe battery for extended use.
Pre-orders for the iPhone Air begin on September 12, 2025, with devices hitting store shelves on September 19, 2025. This timing is consistent with Apple's typical September product release cycle. It's an exciting development for those looking for a new iPhone that offers a blend of cutting-edge technology and a refined, thinner design, effectively replacing the larger-screened option that many felt was becoming a bit dated. The question now is, will this new "Air" design breathe new life into Apple's mid-tier strategy?