Apple is reportedly in the process of developing a slimmer version of the iPhone, slated for launch by 2025, as per a report by The Information. Citing insights from three individuals familiar with the project, the potential thinner variant is anticipated to carry a higher price tag compared to Apple’s iPhone Pro Max and is likely to debut alongside the iPhone 17 in September 2025.
The Cupertino-based tech giant is said to be experimenting with various designs for the device, internally referred to as D23. This thinner iteration is speculated to incorporate Apple’s latest-generation processor, presumably dubbed the A19.
As of now, Apple has not responded to Reuters’ request for comment regarding these developments.
This expected revamp underscores Apple’s ongoing efforts to enhance its flagship product, the iPhone, amidst stiff competition from rivals such as Honor and Huawei in China, and Samsung Electronics globally. According to data from the International Data Corporation, Samsung led the smartphone market in the first quarter of 2024 with a 20.8% market share, followed closely by Apple with a 17.3% share.
Despite its strong position in the market, Apple witnessed a decline in iPhone sales by 10.5% to $45.96 billion in the fiscal second quarter, indicating the need for innovation and differentiation in its product lineup.
In addition to the development of the slimmer iPhone model, Apple is also reportedly planning to discontinue its less expensive iPhone Plus models. Instead, it aims to introduce a more affordable iPhone, serving as a successor to the iPhone SE, in the spring of 2025.
These reports surface shortly after Apple’s recent unveiling of the latest iPad Pro, equipped with a new chip optimized for artificial intelligence computing. This move underscores Apple’s efforts to stay competitive in the rapidly evolving tech landscape, as it strives to catch up with its Big Tech counterparts in the race to dominate emerging technologies.
