Anticipation is high for the launch of the next iPhone -- which could be unveiled during Apple's Sept. 9 event -- and so are expectations.
Rumors have been swirling for months about the upcoming lineup, which most notably may include a thinner model dubbed the iPhone 17 Air. But speculation isn't stopping there; what Apple reveals this fall could hint at what it has in store for next year, too.
Thin phones are undoubtedly having a moment, with companies like Samsung, Huawei, Honor and Oppo debuting slimmer devices in the name of novelty -- and slapping on higher price tags. The iPhone 17 Air, which could make its debut in September alongside the rest of the iPhone 17 series, is rumored to have a 5.5mm-thick profile and a 6.6-inch screen. It would allow Apple to capitalize on the skinny phone hype while also diverting attention from its fledgling AI efforts.
It might also help to silence critics who say the iPhone's design has become too predictable in recent years – though consumers don't seem to be demanding skinny phones as much as other attributes, like better cameras and longer battery life.
"The trend towards thinner smartphones is not necessarily driven by consumer demand," notes Anisha Bhatia, senior analyst at GlobalData. "Slimness is a factor that can be clearly marketed, unlike uncertain use cases for AI."
Watch this: Hey, Apple: Steal These S25 Edge Features for a Skinny iPhone 04:33
Releasing the iPhone 17 Air is also a chance for Apple to mark up the price of its thinner handset, Bhatia notes. Charging more for an innovative design could be a more straightforward pitch than trying to monetize a phone's AI features, especially since platforms like Gemini and ChatGPT have free tiers -- and the smarter, Apple Intelligence-powered Siri that Apple promised in 2024 has yet to arrive.
But there might be more to Apple's long-term plan than simply releasing a slimmer iPhone 17. In fact, Samsung's mobile strategy this year, namely the release of the Galaxy S25 Edge in May followed by the Galaxy Z Fold 7 in July, could paint a picture of what might be in Apple's blueprint, too.
The Galaxy S25 Edge is refreshingly thin and light -- and the rumored iPhone 17 Air could be as well. Carly Marsh/CNET
A page out of Samsung's book(-style foldable)
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