Move over AI. Battery power and device size is back as a smartphone selling point. That, at least, is the message from Apple’s latest iPhone lineup; the tech giant has introduced both a thin version of the iPhone as well as updated Pro and basic models of the device. The launch of the iPhone Air (thinnest iPhone at an incredible 5.6mm) is the first major redesign of the iPhone in years. As CEO Tim Cook called it, the “biggest leap ever for the iPhone”.
The iPhone 17 Air demonstrates Apple’s miniaturisation prowess with a slimmer profile and enhanced battery performance, modernising aesthetics while setting the stage for future form factors, potentially including foldables. While Apple did talk about AI in its new lineup, there is a strong emphasis on more mundane features of the phones such as their durability. It’s a good bet given that the average phone buyer doesn’t yet care too much about AI features on phones. Moreover, consumers have long complained about inadequate battery power or phones that break too easily.
iPhone 17 Pro upgraded with bigger battery, tougher design, and advanced cameras
Apple certainly aimed to deliver on those fronts with the upgraded iPhone 17 Pro, raving about both its durability and battery power. The updates also include larger screens and an improved camera system. “The iPhone 17 Pro lineup draws cues from the Apple Watch Ultra, combining industrial styling, Apple’s largest-ever smartphone battery, and a meaningful leap in imaging. Enhanced drop and scratch resistance address consumer demand for longevity and durability,” said Prabhu Ram, VP – Industry Research Group at CyberMedia Research.
However, Apple’s iPhone 17 Air was the star attraction, reflecting the company’s push to prove it can still differentiate through design. “The Air is expected to drive upgrades from older-model loyalists, while the Pro models appeal to power users and creators,” said Ram. CMR insights indicate that Pro models account for 14-15% of festive-quarter shipments, while the Plus (about 4%) is now replaced by the Air, positioning Apple for strong upgrade momentum. Alongside continued demand for older-generation devices, Apple enters the festive season with favourable tailwinds.
“People are now looking at smartphones as an extension of their identity, more as aesthetic descriptors they define their phone with,” said Tarun Pathak, research director at Counterpoint Research. “So, in that sense, yes, device size, compactness, design, and especially the battery side of things are coming back because that is where most of the innovation is happening.”
Pathak feels that slimmer and compact phones are back “One very interesting trend we have seen in our research is that while the average height and the average width have largely stayed the same in the global smartphone market in the past 3 to 4 years, but the average thinness has come down. Essentially, this means device makers are now packing in more – reducing the thinness or the slimness of the device while retaining the same hardware features,” he said.
iPhone 17 Air banks on slimness
Slim form factor definitely adds a novelty factor rather than innovation to the product. According to Faisal Kawoosa, chief analyst & founder, Techarc, many existing iPhone users were now bored of bulky iPhones which were not convenient to carry compared to competition. iPhone Air gives an opportunity to existing iPhone users to upgrade with a novelty factor. “It’s the slimmest iPhone ever, not effectively the 1st slimmest smartphone. OEMs on Android like Samsung, Tecno and Redmi have already taken that excitement of slim phones for the consumers,” he said.
Notably, Apple offered no major AI announcements. Somewhere, the Cupertino, California-based firm doesn’t still feel convinced about AI relevance among consumers. A feature is pushed aggressively either when you are convinced or fearing competition. Apple still believes the time of AI is yet to come and isn’t really pushing it aggressively or introducing something path breaking and setting up a trend in AI in smartphones. “As AI adoption among consumers accelerates, competitors’ AI features are poised to go mainstream. Without meaningful upgrades to Siri and other AI capabilities, Apple risks lagging in this next phase of smartphone innovation,” said Ram.
Nevertheless, for a lot of iPhone consumers, it’s a matter of choosing which iPhone to upgrade to, rather than which phone to look into. The new iPhone 17 lineup makes things a lot simpler for them because they know that they are going to be in the same ecosystem. “That’s the power of the Apple ecosystem. Especially in emerging markets like India, where Apple is growing at double-digits; we expect their momentum to continue because of a lot of first-time users, especially the young, aspirational Indians,” Pathak summarised.
