Apple is preparing to launch the iPhone 17 Air this fall, and it could shake up the entire iPhone lineup. The new model will replace the current Plus version and will feature an ultra-thin design that’s already making waves—even before its official release.
A recent hands-on video by Lewis Hilsenteger from Unbox Therapy shows just how impressive the new form factor is. Despite knowing the leaks and seeing the dummy models online, Lew was surprised by how futuristic and sleek the phone felt in his hand. His takeaway? Once users hold the iPhone 17 Air, they might not want anything else.
That presents a real challenge for Apple. The iPhone 17 Air is expected to be less expensive than the Pro and Pro Max, yet it could be more appealing due to its new, modern look. If buyers skip the higher-end models for the Air, Apple could lose some profit—but the risk may be worth it.
The iPhone’s design hasn’t changed much in recent years. With the iPhone 17 Air, Apple has a chance to bring excitement back to its flagship product, much like the iPhone X did in 2017. Even if it cuts into Pro sales now, the buzz could boost Apple’s brand long-term—especially with bigger releases like the iPhone Fold coming soon.
In short, Apple is playing the long game, betting that a stylish, thin phone will rekindle consumer excitement and carry momentum into the future.
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