iPhone Air Faces Steep Price Cuts and Production Slowdown Amid Weak Demand
Table of Contents
Despite an initial wave of interest, Apple’s iPhone Air, launched in September 2025, has struggled to maintain sales momentum, leading to significant price reductions and a reported cut in production. The device, positioned as a more accessible entry point into the iPhone ecosystem, has not experienced the same sell-out success as its Pro and Pro Max counterparts.
Initial Demand Fails to Translate into Sustained Sales
The iPhone Air debuted with a price tag of VND32 million, but early discounts emerged quickly. Smaller retailers initially offered price reductions of up to VND1 million on select color options, signaling a softer-than-expected demand. This trend has since accelerated, particularly on e-commerce platforms. According to reports from Znews, an authorized Apple store on Shopee listed the 256 GB version for as low as VND23 million.
Major retail chains have also responded with price adjustments. The Gioi Di Dong currently offers the device for around VND25 million, while FPT Shop lists it at approximately VND26 million, often bundled with complimentary gifts or accessories. In contrast, other iPhone models released concurrently have seen more modest price cuts, ranging from VND1–2 million, with some popular colors retaining their original list price.
Resale Value Plummets, Production Adjusted
The iPhone Air’s struggles are further underscored by its rapid depreciation in resale value. A December 2025 report from smartphone price comparison site SellCell revealed a historic low, with the device losing an average of 44.3% of its original retail price within just 10 weeks of launch. The 1 TB version experienced an even steeper decline, falling 47.7% – the largest depreciation SellCell has recorded for any iPhone since 2022.
This weak demand prompted Apple to reduce Air production by 10% in November, compared to September levels, according to Nikkei Asia. The model was initially projected to account for 10–15% of total iPhone output in 2025, but an October survey by Apple Insider indicated the iPhone Air only captured 2% of the market share, failing to rank among the top five Apple models.
Consumer Preferences Shift to Pro Models
Industry observers suggest that consumer preferences are driving the iPhone Air’s underperformance. “Major stores sold more than 1,000 iPhone Air units per month, but this was still ‘far too low compared to the Pro Max series,’” stated a spokesperson for a major retail chain in November.
One Apple-focused store owner in Hanoi explained that while customers were initially attracted to the Air’s sleek design, many ultimately opted for the Pro series, citing superior camera quality, the inclusion of a physical SIM card slot, and more reliable network performance. This shift in preference highlights the importance of key features for many iPhone buyers.
The iPhone Air’s current trajectory suggests Apple may need to reassess its strategy for the model, potentially focusing on feature enhancements or more aggressive pricing to regain market share.
