Just over six months after hitting shelves, Apple’s iPhone Air lineup is seeing steep price cuts across the Vietnamese market.

A survey at Apple-authorised retailers in late May found the iPhone Air 256GB selling for around VND22.89-22.99 million ($900-904), down roughly VND9 million ($354) from its original listed price of VND31.99 million ($1,258).

The 512GB version has fallen to around VND28.99 million ($1,140), nearly VND9.5 million ($374) lower than at launch.

Most notably, the iPhone Air 1TB has dropped from VND44.99 million ($1,770) to around VND34.99 million ($1,376), marking a reduction of nearly VND10 million ($393).

At retailer TopZone, the iPhone Air 256GB is currently listed at VND22.99 million ($904), while the 1TB version is priced at VND34.99 million ($1,376). CellphoneS is also offering heavy discounts across the lineup alongside instalment plans and trade-in incentives. FPT Shop is selling the 1TB variant at one of the most competitive prices on the market.

Many retailers have introduced additional promotions, including trade-in subsidies, 0% instalment offers and bundled accessories to stimulate demand during the mid-year shopping season.

Unlike the Pro models, which tend to retain value over time, the iPhone Air is positioned as a device focused on ultra-thin design and a new user experience. Retailers said the biggest reason for the weaker-than-expected market response was its high launch price.

Its ultra-slim and lightweight design also comes with compromises, including smaller battery capacity, more limited heat dissipation and a camera system that does not significantly outperform the Pro lineup.

Vietnamese consumers in the premium segment often prioritise practical features such as battery life, camera performance, processing power and resale value. As a result, many buyers are opting for older iPhone Pro or Pro Max models at similar prices but with a more well-rounded experience.

The premium smartphone market has also been growing more slowly, with users tending to keep devices longer before upgrading, making a design-focused product like the iPhone Air less attractive than expected.

Not only the iPhone Air, several models in the iPhone 17 series have also seen price reductions.

At TopZone, the iPhone 17 256GB is now priced at around VND24.09 million ($947), down nearly VND1 million ($39) from its original listed price. The iPhone 17 Pro 256GB is selling for around VND33.89 million ($1,333), while the iPhone 17 Pro Max 256GB has fallen to approximately VND36.99 million ($1,455).

At FPT Shop, the iPhone 17e 256GB is priced at around VND17.49 million ($688), while the standard iPhone 17 256GB sells for around VND23.99 million ($943), down VND1 million ($39).

In the higher-end segment, the iPhone 17 Pro 256GB has dropped to around VND33.79 million ($1,329), down VND1.2 million ($47). The iPhone 17 Pro Max 256GB is now priced at VND36.99 million ($1,455), down VND1 million ($39). Notably, the iPhone 17 Pro Max 2TB is currently listed at around VND61.99 million ($2,438), down VND2 million ($79).

Vietnam’s iPhone market is entering a more aggressive pricing phase as demand recovery in the premium segment remains slower than expected. Retailers are cutting prices to stimulate sales ahead of major shopping campaigns in the second half of the year.

Duy Anh