NEW YORK (AP) — Apple’s rumored ultra-thin iPhone model, tentatively dubbed the iPhone 17 ‘Air,’ may come with a surprising price tag that’s lower than the company’s Pro models, according to a new Wall Street Journal report.
The device, expected to debut next fall as part of the iPhone 17 lineup, will reportedly feature a profile thinner than the current iPhones’ 8-millimeter thickness. Industry insiders suggest it could replace the Plus model in Apple’s smartphone lineup.
Sources familiar with the company’s plans told the Journal that Apple aims to keep costs down by implementing a simplified camera system. This strategy marks a significant shift from earlier 2024 reports that suggested the device would be the most expensive iPhone ever, surpassing the iPhone 16 Pro Max’s price point.
If current pricing structures hold, the new model could retail around $899, matching the current iPhone 16 Plus price. The lower price point appears to be part of Apple’s broader strategy to “revive growth after years of offering largely incremental upgrades,” the Journal reports.
While the final name hasn’t been confirmed — ‘Air’ remains unofficial industry speculation — the new model represents what sources describe as part of a series of major design and format changes planned for Apple’s 2025 iPhone lineup.
Apple has not commented on the reports or future product plans.
