Apple's iPhone 17 Air signals a new normal: Thinness is the new frontier in smartphones

One reason why Apple has remained relevant for more than two decades now, is that it has given trends that created and shaped the market. From the touchscreen shift leading to the end of Blackberry era to a connected experiences of the iOS that brought consistency to smartphone experience, Apple has not just created products, it has created the needs that keep its products.

There is one such other contribution of Apple to the consumer electronics industry, that of making thinner the new definition of premium.

In 2008, while the world eagerly awaited the successor to the first-generation iPhone, Apple generated equal buzz with the launch of the MacBook Air. Though its sales lagged due to underwhelming performance and a higher price point compared to other MacBooks, the Air nevertheless set a new industry standard by making thin and lightweight laptops the norm.

This trend was evident in the following years, with laptop makers like HP and Dell introducing thinner models. In 2009, Dell launched the Adamo line of premium ultrathin laptops, and HP launched its M-series, most notably the 5310m, along with new additions to its Pavilion dv series with the ultra-portable dv2, dv3, dv6 and dv7 notebooks. This marked a significant step forward by eliminating the CD-ROM drive and incorporating lighter materials to achieve a more compact design.

And this year, it seems to be repeating its history again, by making thin, the new norm for smartphones.

Why iPhone 17 Air is the ‘preview of the future’?

Apple is set to unveil the next iPhone lineup at its September 9 launch event, including the iPhone 17, iPhone 17 Pro, iPhone 17 Air, and iPhone 17 Pro Max.

According to Bloomberg’s Mark Gurman, Apple’s iPhone 17 Air is going to be a thinner device with a 6.6-inch screen, priced between the regular iPhone 17 and the superior iPhone 17 Pro.

As a result, while Apple adds a new model to its iPhone lineup, it also paves way for giving the market a new trend to adopt, that of slim phones. This is already visible with Samsung launching its S25 Edge, Tecno with its Pova Slim 5G series, and Vivo with its V60 series.

As Gurman says, “in other words, the iPhone Air is a preview of the future.”

With notable trade-offs such as weaker battery life and just one rear camera, the thinner phone risks being poor value compared to both, Gurman writes. While thinness once set devices apart, today’s users prioritise battery capacity and camera technology, making the Air’s main selling point less compelling. Gurman notes that ultimately, the iPhone Air may look sleek, but it’s unlikely to become a hit.

Echoing Gurman’s views, consumer electronics research firm TechArc’s Faisal Kawoosa says the era of playing with hardware has just begun for smartphones.

“As innovation era decelerates and pauses for a while. We are seeing, uh, the beginning of novelty era in smartphones, where OEM 's are playing with physical attributes and trying to introduce thinner and lighter phones,” Kawoosa told Fortune India.

Thin phones, however, will become market norm only once the hardware R&D catches up, making these smartphones more durable and competent to previous generation phones with equally powerful battery pack and camera capabilities.

Kawoosa expects Apple’s base iPhone model to start at ₹86,000, driven by the rupee’s depreciation against the U.S. dollar.

So, until iPhones catch up in the AI race with other OEMs like Samsung and Google, this year’s iPhone 17 launch is expected to focus on the 'Air-ification' of smartphones.