The "Air" battle in the tech world: Apple has already suffered defeat.

Author | Huang Yu Editor | Wang Xiaojuan If we look at the annual keywords in the mobile phone industry for 2025, "Air" will surely be among them. This trend was ignited by Apple's September release of the "thinnest and lightest iPhone in history"—the iPhone Air. Soon after, brands like Huawei and Lenovo jumped in, launching their own "Air" models, attempting to get a share of this newly opened track. However, at present, the market outlook for "Air" models isn’t clear. On November 11, market news reported that due to the poor sales performance of the iPhone Air, Apple decided to indefinitely postpone the release plan for the next-generation iPhone Air, which was originally scheduled to launch alongside the iPhone 18 series in September 2026. This decision isn’t actually surprising. Since its release in September, the Apple iPhone Air attracted a lot of attention due to its innovative design, but actual sales haven't been good, leading to a significant reduction in supply chain capacity. Ming-Chi Kuo, the renowned Apple analyst at TF International, also clearly pointed out that iPhone Air demand was lower than expected, and the supply chain has started to reduce shipments and production. By Q1 2026, supply chain capacity is expected to be cut by more than 80%, and some components with longer lead times are expected to cease production by the end of 2025. Tech blogger @Digital Chat Station also revealed that iPhone Air sales have been dismal, with just over 50,000 units sold in the first week of sales in China. “This means the existing Pro series and standard models already cover most high-end user needs. Other new forms are very difficult to find new market space—from mini to Plus, and now Air, none have succeeded,” said Ming-Chi Kuo. In recent years, Apple has been accused of "incremental innovation," but the iPhone Air can be considered its most significant breakthrough in innovation in recent years, with a body thickness of just 5.6mm and a total weight of only 165g. The ultra-thin and lightweight iPhone Air is impressive but comes with compromises: limited battery life and camera capability, and it isn’t cheap, starting at 7,999 yuan. IDC China research manager Guo Tianxiang told Wallstreetcn that, like previous mini series, making a device smaller or thinner cannot come at the cost of other aspects of user experience, especially as Chinese brands focus on battery life, making battery life an obvious weakness of iPhone Air, along with its camera. In addition, the complex process to activate eSIM service in China will also affect iPhone Air sales to some extent. This year, the "ultra-thin and light" segment has seen many new competitors. In fact, before Apple, Samsung released the Galaxy S25 Edge in May. Although it didn’t carry the "Air" suffix, it was also positioned as ultra-thin and light. However, just like Apple, this Samsung product also failed, as South Korean media NewsPim reported that Samsung has decided to terminate the Edge series. By the end of October, Lenovo launched the moto X70 Air, becoming the first Chinese brand to join the "Air" trend. It’s 5.9mm thick, with a plastic body weighing just 160g, and retains physical dual SIM slots. Unlike others, the moto X70 Air is positioned in the mid-range market, starting at 2,599 yuan. On November 11, Huawei also released its first smartphone named "Air"—the Mate 70 Air, starting at 4,199 yuan. However, unlike the iPhone Air, Mate 70 Air does not chase extreme thinness, instead it features a rarely seen 7-inch large screen, 6.6mm thick, and weighs 208g. Guo Tianxiang believes that although Huawei’s Mate 70 Air is thin, its large screen provides enough space for a bigger battery and camera module, so it’s not lightweight. It’s clear that Huawei is striving for a better balance between thinness and performance. Guo Tianxiang points out that, aside from exploring whether thin and light smartphones can gain better market feedback, Huawei defines this product as providing better display effects through a larger screen without making too many sacrifices in imaging or battery configuration. This serves both users who want thin and light phones and those who prefer big screens. Additionally, the Huawei Mate 70 Air is Huawei’s differentiated offering as the Mate 70 series nears its product cycle end, aiming to boost sales. However, faced with the setbacks of Samsung and Apple, it seems most other manufacturers are reluctant to enter this segment rashly. Lu Weibing, President of Xiaomi Group, recently commented on "Air" smartphones, saying that from a product design perspective, Air phones are a bold innovation worth affirming. But pursuing extreme thinness does come at the cost of user experience, including battery life, heat dissipation, performance, and camera. At the same time, he noted: "In terms of actual sales, (Air phones) are indeed very niche. More importantly, time will tell how many users continue to use them." Guo Tianxiang also stated that, for now, with current technology, thin and light phones are still difficult to provide consumers with a better experience, and no other manufacturers have followed. It is foreseeable that whether the golden balance between thinness and practicality can be found will determine the outcome of the "Air" battle. Risk warning and disclaimer The market is risky; investment needs caution. This article does not constitute personal investment advice, nor does it take into account individual users’ specific investment objectives, financial situation, or needs. 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