Apple is expected to unveil a slimmer iPhone model, possibly called the iPhone Air, in September 2025.

Bloomberg’s Mark Gurman reported that this device would mark a notable design shift for Apple, which has typically focused on minor updates in recent years.

Future plans reportedly include a foldable iPhone in 2026 and an iPhone with curved glass and thin bezels for the product’s 20th anniversary in 2027.

The main iPhone 17 series is not expected to see major design changes this year, apart from a new camera bar on the back.

The rumored iPhone Air may have a higher price and shorter battery life than current models.

🔗 Source: The Verge

🧠 Food for thought

1️⃣ Apple’s major iPhone redesigns follow a predictable seven-year cycle

Apple’s rumored three-year redesign plan aligns with historical patterns showing the company makes significant design changes roughly every seven years.

The original iPhone launched in 2007, followed by the iPhone 4’s major redesign in 2010 (introducing the Retina display and front-facing camera), the iPhone 6’s shift to larger screens in 2014, and the iPhone X’s elimination of the home button in 201712.

This pattern suggests that 2024-2027 could be the timing for Apple’s next major design evolution, with the rumored iPhone Air, foldable model, and curved glass anniversary edition fitting this timeline.

Each previous redesign cycle addressed specific market pressures: the iPhone 4 responded to display quality demands, the iPhone 6 answered calls for bigger screens, and the iPhone X modernized the interface design.

The current cycle appears focused on form factor innovation, potentially addressing competitive pressure from Samsung’s foldable devices and the need to reinvigorate a product line that has seen relatively minor changes since 2017.

2️⃣ Competitive pressure forces Apple to accelerate hardware innovation

Apple’s market position faces its most significant challenge in years, with U.S. market share dropping from 56% to 49% while Samsung surged from 23% to 31% in Q2 20253.

Samsung’s gains came specifically from foldable devices and mid-range Galaxy A-series phones, highlighting gaps in Apple’s product portfolio that the rumored iPhone Air and foldable models would directly address.

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