Apple to Launch iPhone 17 Air and iPhone 17 Ultra in the Fall: A Full-Scale Imitation of Chinese Smartphone Market Strategies?

Apple to Launch iPhone 17 Air and iPhone 17 Ultra in the Fall: A Full-Scale Imitation of Chinese Smartphone Market Strategies?Since 2024, Apple's iPhone sales in the Chinese market have been steadily declining, losing hundreds of thousands of orders within a year. Even multiple visits to China by CEO Tim Cook haven't reversed the trend

Apple to Launch iPhone 17 Air and iPhone 17 Ultra in the Fall: A Full-Scale Imitation of Chinese Smartphone Market Strategies?

Since 2024, Apple's iPhone sales in the Chinese market have been steadily declining, losing hundreds of thousands of orders within a year. Even multiple visits to China by CEO Tim Cook haven't reversed the trend. Faced with this severe market challenge, Apple appears to be shifting its strategy, reportedly adopting a product line adjustment mirroring the approach of Chinese smartphone manufacturers in an attempt to regain market share.

This strategic shift is central to the upcoming iPhone 17 series. News suggests Apple will release two new models this fall: the slim and light iPhone 17 Air and the high-performance iPhone 17 Ultra. The design philosophy and market positioning of these two phones significantly deviate from Apple's previous product strategy, showing a strong resemblance to the product lineup of Chinese manufacturers.

First, the highly anticipated iPhone 17 Air is rumored to be Apple's thinnest iPhone yet, with a body thickness of around 5.5mm. This ultra-thin design is a direct response to the numerous slim and light phones prevalent in the Chinese market. To further enhance its appeal, the iPhone 17 Air is expected to feature a new design, possibly incorporating a horizontally oriented pill-shaped Deco design and a single-lens camera system. Importantly, Apple is positioning the Air model above the standard version, suggesting an attempt to attract consumers prioritizing aesthetics and portability by simplifying configurations and emphasizing these features. This mirrors the strategies of many Chinese brands focusing on slim and stylish phones.

On the other hand, the iPhone 17 Ultra represents Apple's new foray into the high-end performance segment. This model will replace the previous iPhone 17 Pro Max as the flagship device in Apple's lineup. Unlike the iPhone 17 Air's focus on thinness, the iPhone 17 Ultra will prioritize performance enhancements. Leaks suggest an increased thickness of 8.725mm, primarily to accommodate a larger battery and a more advanced cooling system. The larger battery will significantly improve battery life, while the enhanced cooling system will effectively manage heat generated by the high-performance processor, ensuring stable long-term operation. This "performance-first" approach also resonates with many high-end Chinese brands emphasizing powerful configurations.

Further supporting this strategic shift are reports from prominent tech bloggers @9To5Mac and Digital Chat Station. @9To5Mac's report not only confirms the existence of the iPhone 17 Air and iPhone 17 Ultra but also highlights Apple's intention to mimic the product line strategy of Chinese brands. Digital Chat Station points out that the standard and Pro versions of the iPhone 17 will feature smaller screens, while the Ultra version will have a larger screena strategy echoing the common "small-screen flagship + large-screen flagship" dual-flagship approach in the Chinese market.

This move by Apple is undoubtedly a bold strategic adjustment. For a long time, Apple adhered to its consistent product strategy, reacting relatively slowly to market changes. However, in the face of continuously declining sales in China, Apple has finally adopted a "learn from the enemy to defeat the enemy" approach, learning from and imitating the successful experiences of Chinese smartphone manufacturers. This reflects Apple's significant emphasis on the Chinese market and its urgent desire to reverse the downward trend.

The launch of the iPhone 17 Air and iPhone 17 Ultra will be a crucial test for Apple in the Chinese market. The success of this strategic adjustment will depend not only on the product capabilities of the two new phones but also on Apple's ability to genuinely understand and adapt to the needs of Chinese consumers and to find its niche in the fiercely competitive market. Whether Apple can successfully revive its sales in the Chinese market by imitating the strategies of Chinese smartphone manufacturers remains to be seen. The outcome could have a profound impact on the global smartphone market landscape, affecting not only Apple's future but also the direction of the entire smartphone industry. We await the results with bated breath.