Apple prepares iPhone 17 launch with thinner design

Apple and Samsung are focusing on thinner devices to boost sales, potentially compromising battery life.

Apple is set to unveil its iPhone 17 line-up in Cupertino this week. The new Air model is anticipated to be 5.5mm thick, 2mm thinner than current Pro models.

The pricing for the iPhone Air is expected to remain similar to the iPhone 16 line-up, around $899 to $949.

However, the thinner design may result in a reduced battery capacity of 2800mAh, down from the iPhone 16’s 3561mAh.

Sales Challenge

Apple aims to attract consumers prioritising design and portability. Meanwhile, Samsung’s Galaxy S25 Edge also reduces battery size. Both companies faced stagnant sales last year, as noted by Counterpoint Research, with Xiaomi emerging as the fastest-growing brand.

Apple is likely to maintain its pricing strategy, mitigating tariff impacts from the Trump administration.

Recent investments in US manufacturing are expected to shield the company from price hikes, despite competitive pressures in markets like China.

Apple is not expected to announce updates for Siri at this launch. Alongside new iPhones, the company may introduce updates for its Watch Series and AirPods.