Apple’s mid-range smartphone strategy is facing challenges. The iPhone 16e, launched this year as an affordable entry model, is struggling with weak sales. Meanwhile, reports suggest that production of the iPhone Air, Apple’s ultra-thin model, has been completely stopped. Despite these setbacks, Apple is still moving forward with the development of the iPhone 17e, expected next spring. Sujit Ram explains how these shifts reflect Apple’s trial-and-error approach in the competitive smartphone market.
Highlights
- iPhone 16e sales weaker than expected
- iPhone 17e development continues on schedule
- Production of iPhone Air halted
- Rumors of dual-camera upgrade for next Air model
iPhone 16e Struggles in the Market
The iPhone 16e was introduced as a yearly update entry model, positioned to replace the irregularly updated iPhone SE. Apple aimed to attract Android users sensitive to price, offering a more affordable iPhone option. However, demand has been lower than expected, and sales remain sluggish months after launch.
Industry analyst Fixed Focus Digital first leaked the name of the 16e and now confirms that sales are disappointing. Still, Apple has not abandoned its mid-range strategy.
iPhone 17e Still on Track
Despite weak demand for the 16e, Apple is pressing ahead with the iPhone 17e, scheduled for release next spring. Reports suggest the new model will not be a major revamp but rather a modest update. This indicates Apple’s commitment to maintaining a consistent entry-level lineup, even if sales performance is uncertain.
According to Sujit Ram, Apple’s persistence shows its determination to capture price-sensitive buyers, even if the results take time.
iPhone Air Production Halted
The iPhone Air, introduced as a thin and stylish model, has reportedly stopped production. While praised for its design, the Air faced criticism for offering only a single camera despite being priced close to the Pro models. Market demand was limited, and production volumes had already been reduced last month.
Now, leaks suggest that work has been completely stopped. It remains unclear whether this is a temporary pause to manage inventory or a permanent discontinuation of the Air line.
Rumors of Next-Gen iPhone Air
Interestingly, there are rumors that Apple is considering a dual-camera setup for the next generation of the iPhone Air. This change could address one of the biggest criticisms of the current model. However, the introduction of the updated Air may be delayed to accommodate this redesign.
Conclusion
Apple’s mid-range lineup is clearly in flux. The iPhone 16e is struggling, the iPhone Air has halted production, and yet the iPhone 17e is moving forward as planned. Sujit Ram believes this reflects Apple’s ongoing trial-and-error strategy to balance affordability, design, and performance in a highly competitive market.
