Something to look forward to: The iPhone 16 is still weeks away from launch, yet leaks about the iPhone 17 series are already surfacing from multiple sources. A fresh report claims Apple is planning to introduce a new model in the iPhone 17 series, replacing the "Plus" model that never really gained traction with consumers.
According to Bloomberg's Mark Gurman, the 2025 iPhone lineup could include an "iPhone 17 Air," positioned between the standard iPhone 17 and the higher-end iPhone 17 Pro. The new model is rumored to be significantly thinner than the regular iPhones, much like how the MacBook Air is designed to be lighter, slimmer, and more portable than the MacBook Pro.
Gurman's report appears to corroborate an earlier rumor that Apple was developing a thinner iPhone to replace the Plus model. However, while the previous report suggested that the new device might be priced higher than the iPhone Pro Max, Gurman indicates it will actually be priced lower than the standard iPhone Pro.
Gurman added that Apple plans to tweak its marketing strategy for the iPhone 17 Air to make it more enticing to buyers. According to him, the device will be targeted at users who want something "snazzier than a standard iPhone" but don't need the extra performance, larger screen size, or superior cameras of the Pro models. In essence, it will cater to those who want an iPhone that "looks much cooler while still having the specifications of a regular iPhone."
Gurman suggests that the new Air model, along with the 4th-gen iPhone SE expected to debut in early 2025, could help Apple expand its iPhone market and achieve "meaningful growth" next year. He added that Apple expects the Air to be a bigger hit than the iPhone 12/13 mini and the iPhone 14/15 Plus, both of which proved disappointing for Cupertino.
Looking ahead, Gurman stated that Apple eventually aims to "squeeze the power of a Pro model into this smaller design," though that's unlikely to happen before 2027. The company is also considering introducing an iPhone "Ultra" as the flagship model, similar to the Apple Watch Ultra, but there's no set time frame for its launch.
Gurman also corroborated recent reports of a foldable iPhone, stating that the company is likely already working on the device. However, the rumored foldable iPad is said to be "just as big of a priority" within the company. In fact, Apple is betting so heavily on the folding iPad that it could actually launch before the folding iPhone. Gurman, however, did not specify when either device might hit the market.