Early signs from the pre-order phase of Apple’s newest iPhone lineup are not looking promising for the ultra-thin iPhone Air. As doubts arise about its market fit, questions loom over whether it will share the same fate as the discontinued iPhone Plus or whether Apple should hold out and wait for success.

Pre-orders disappoint: A concerning indicator

Thinking of grabbing the first iPhone Air on launch day but haven’t placed your order yet? Don’t worry  -  Apple’s website still offers multiple configurations and color options with guaranteed delivery by September 19.

That may be good news for fans, but not necessarily for Apple shareholders. The ease of availability suggests demand for the iPhone Air is falling short of expectations.

Meanwhile, Apple CEO Tim Cook has repeatedly mentioned the iPhone Air when highlighting the company’s major investments in the U.S., seemingly as a PR move to build buzz.

Yet global demand is clearly leaning toward the iPhone 17, 17 Pro, and 17 Pro Max, which are already showing signs of high interest.

On paper, anything is possible until Apple releases official sales numbers  -  something it rarely does  -  or until trusted market research firms publish performance breakdowns by model.

For now, analysts rely on reports from noted insider Ming-Chi Kuo and publicly visible delivery estimates on Apple’s website.

As of September 16, Kuo noted that even the most in-demand iPhone Air variants had delivery wait times of just “2-3 weeks.” In contrast, nearly all iPhone 17 Pro Max configurations were listed as backordered, with shipping delays of “3-4 weeks.”

In fact, many iPhone Air models were still available for same-day delivery on September 19, indicating that inventory remained abundant. By comparison, the iPhone 17 and 17 Pro are facing widespread stock shortages, with wait times starting at 2-3 weeks.

iPhone Air: Breakthrough innovation or overhyped misfire?

One theory is that Apple prepared exceptionally well for the iPhone Air’s debut, manufacturing enough to meet anticipated demand. Kuo even reported that Apple tripled production for the iPhone Air in Q3 compared to last year’s iPhone 16 Plus.

But can Apple accurately forecast demand for an entirely new product  -  one that’s experimental by design  -  when it struggles to predict demand for its core models?

Probably not. Even if Apple could foresee the future, it would be unwise to match production exactly to demand right away. Instead, Apple typically engineers an illusion of scarcity to drive hype  -  a familiar marketing tactic. This may well explain the “shortages” around the iPhone 17 Pro and Pro Max.

Presented as a “special edition” device, the iPhone Air is lighter, thinner, and positioned as a hybrid between the standard and Pro lines. However, its unique identity remains unclear. It’s not powerful enough to compete with the iPhone 17 Pro, yet not distinct enough to stand apart from the standard iPhone 17.

Consumers may face a tough choice: spend a few hundred dollars more for the Pro version  -  widely considered a better investment thanks to its camera, performance, and professional features  -  or opt for the iPhone Air, whose main draw is a slimmer, lighter design.

This lack of clarity could doom the iPhone Air to become another Plus  -  a once-promising model Apple quietly shelved after failing to find its place in the market.

Is it too soon to call iPhone Air a failure?

It may be premature to declare the iPhone Air a flop, as this is only the early phase of its release. However, the underwhelming pre-order performance signals a challenge for Apple: convincing consumers that the iPhone Air is truly a must-have.

Some tech experts suggest Apple should be patient. Hybrid devices often need time to prove their value. Products like the iPad Mini or Apple Watch didn’t achieve massive success at launch but gradually carved out dedicated markets.

Others argue that Apple must reposition the iPhone Air immediately. This could involve more flexible pricing, exclusive features, or marketing that focuses on its ultra-slim, lightweight build  -  making it the go-to phone for users prioritizing portability over pro-grade cameras.

As it stands, the iPhone Air remains a question mark. It could be Apple’s next big hit if the company refines its messaging and waits for market feedback. But it could also prove to be a misstep that forces a retreat, much like the ill-fated iPhone Plus.

Ultimately, its fate will be determined by how Apple tells the story of the iPhone Air. If it's merely a “lighter iPhone” without a compelling identity, it may never break out. But if Apple successfully positions it as the ideal smartphone for mobile-first users who value battery life and portability in an ultra-slim frame, the iPhone Air could survive  -  and thrive  -  in the long term.

Until concrete sales data emerges, analysts and investors will be watching closely. The iPhone Air isn’t just another model; it’s a critical test of Apple’s ability to expand its iPhone ecosystem beyond the traditional mold.

Hai Phong