4 min readCupertino (california)Sep 11, 2025 04:37 PM IST
First published on: Sep 10, 2025 at 07:00 PM IST
While the ultra-thin iPhone Air gained all the eyeballs at the Apple event on Tuesday, the fact is that this could be the start of something new for Apple, as well as the smartphone industry. For Apple, this new iPhone is coming in place of the iPhone Plus models that have been in vogue for years. But unlike those larger iPhones, this one also offers access to the Pro processor range of Apple silicon.
While Apple thinks the phone will cater to those who need a thin and light iPhone with Pro features, the device puts it in a strange position, especially in price-conscious markets like India. Consumers will ask if this is a larger iPhone or a cheaper iPhone Pro. But when compared to basic iPhones, this has just one camera, though the price is more than the regular iPhone. Then this will be catering to those who want a more powerful and slim device, but are not really too bothered by its camera capabilities.
Ranjit Atwal, Gartner’s Senior Director Analyst based in UK, said he did not think the iPhone Air is targeted at India, “especially given the price and compromise on camera”. “Yes, it’s confusing, especially given they didn’t promote the pro chip with AI use cases,” he said in response to emailed questions, adding that this is, however, a growing requirement for pocketable smartphones and “this is meeting that need”.
The new iPhone Air is just 5.6 mm thick. (Image: Nandagopal Rajan/The Indian Express)
Francisco Jeronimo, Vice-President EMEA, Devices (Data & Analytics) at research firm IDC, said this is not the start of a new segment, but targets the same market as previous Plus models. Positioned between the standard iPhone and Pro versions, this follows the pattern established with Air versions of MacBook and iPad, he told indianexpress.com.
“The key difference from Plus models is that the distinct visual design creates stronger purchase motivation. Previous Plus models struggled because older Pro generations offered better specs at similar prices. Air offers differentiated aesthetics and form factor innovation,” he explained.
There is a possibility of a new emerging set of users who need more computing power on a device, especially for AI workflows. Along with design-conscious buyers prioritising aesthetics over advanced features, Jeronimo too said there could be those who “want more than standard iPhone offers when upgrading”.
In markets like India, he agreed that the single camera limitation may impact adoption and “creates perception of downgrade despite ‘Pro-level’ positioning. The iPhone 17 (256 GB) is priced in India at Rs 82,900, while the iPhone Air (256 GB) costs almost Rs 40,000 more at Rs 1,19,900. This is just Rs 15,000 less than the iPhone 17 Pro (256 GB) offering three professional-grade cameras. This is why Jeronimo agrees that the iPhone Air pricing may be “too high for mass market adoption”.
This could trigger more competition from Chinese brands offering similar thin designs at $300-400 price points. The Tecno Pova ultra-thin model has a design comparable to the iPhone Air and Galaxy S25 Edge, but at a fraction of the price. “Chinese vendors are likely to capture the thin phone market in price-sensitive regions,” Jeronimo said, adding that the iPhone Air is, however. likely to succeed in premium markets like US and Northern Europe.
The iPhone Air (256 GB) at priced at Rs 1,19,900. (Image: Nandagopal Rajan/The Indian Express) 
The new iPhone Air is just 5.6 mm thick. (Image: Nandagopal Rajan/The Indian Express)
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