Apple is developing a slimmer and more expensive iPhone model, set to launch with the iPhone 17 in September 2025, as part of its strategy to compete with major smartphone brands and revamp its product lineup.
18 May 2024 – Apple Inc. is working on a slimmer version of the iPhone, expected to debut with the iPhone 17 in September 2025, according to a report by Reuters. Sources familiar with the project indicate that this new model, code-named D23, will be priced higher than the current iPhone Pro Max and will likely feature Apple’s next-generation processor, anticipated to be called the A19. Apple has not yet commented on the report.
The Cupertino-based company is still exploring various design options for the new device. This strategic revamp aims to enhance the appeal of Apple’s flagship product amidst intense competition from Chinese brands Honor and Huawei, as well as global rival Samsung Electronics. Samsung held the largest share of the smartphone market in the first quarter of 2024, with 20.8%, compared to Apple’s 17.3%, as per data from International Data Corporation.
For the fiscal second quarter, Apple’s iPhone sales dropped by 10.5%, amounting to $45.96 billion. In addition to developing the slimmer iPhone, Apple plans to discontinue its less expensive iPhone Plus model and introduce a cheaper successor to the iPhone SE in spring 2025.
This news follows closely on the heels of Apple’s unveiling of its latest iPad Pro, which includes a new chip designed for artificial intelligence computing, highlighting the company’s efforts to keep pace with other major tech firms in the AI race.
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