Apple Inc's (NASDAQ:AAPL) fall iPhone event is shaping up to be less about AI fireworks and more about a bold hardware gamble.
After years of tweaking sizes and specs, Apple is reportedly betting big on a new iPhone Air: a lighter, thinner device that could shake up its stagnant lineup and help it reclaim momentum in critical markets like China.
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According to JPMorgan analyst Samik Chatterjee, Apple's bet on the new iPhone Air—a slimmer, lighter addition to the lineup—could inject some upside into what's otherwise expected to be a "flat cycle."
Wall Street is eyeing this wildcard closely, with pricing strategy in China's subsidy-driven market emerging as a key swing factor.
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The ‘Air' Factor: Slim, Light, And Strategic
Chatterjee sees the iPhone Air as Apple's attempt to revitalize its struggling fourth SKU slot, once occupied by the Mini and Plus models. The Air will feature a 6.6-inch ProMotion display, a razor-thin 5.5 mm chassis, and a 145-gram build—the lightest in years.
Though it won't match the Pro lineup's triple-camera array or battery life, it will carry high-end specs like 12 GB RAM and an in-house modem. Priced between $899 and $949, the Air could see stronger adoption if Apple pushes pricing closer to $800 to qualify for China's 15% subsidy threshold.
Incremental Upgrades Elsewhere
Outside the Air, Chatterjee expects only evolutionary changes across the iPhone 17 lineup, including a rectangular camera bump on Pro models, upgraded zoom, and increased storage.
Other product reveals—Apple Watch Series 11, Watch Ultra 3 with satellite connectivity, and AirPods Pro 3—are also incremental.
Still, tariff relief and the potential success of the Air could make this event more market-moving than initially expected.
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