Apple (AAPL.O) is working on developing a slimmer version of the iPhone, which is expected to launch by 2025, according to a report by The Information on Friday. The report, which cited three individuals with knowledge of the project, indicated that this new version could be priced higher than Apple’s current iPhone Pro Max.
The anticipated thinner iPhone is likely to be introduced alongside the iPhone 17 in September 2025. Apple, based in Cupertino, California, is still testing various designs for the device, code-named D23. This new model might feature Apple’s latest-generation processor, expected to be named A19.
The move to develop a new, slimmer iPhone highlights Apple’s strategy to revamp its most popular product amidst increasing competition.
The competitive landscape includes rivals such as Honor and Huawei in China and Samsung Electronics (005930.KS) on a global scale. According to research firm International Data Corporation, Samsung held the largest share of the smartphone market in the first quarter of 2024 with 20.8%, while Apple had a 17.3% market share.
In Apple’s fiscal second quarter, iPhone sales fell by 10.5%, amounting to $45.96 billion. This decline underscores the need for Apple to innovate and maintain its competitive edge in the smartphone market.
In addition to the slimmer iPhone, Apple also plans to discontinue its less expensive iPhone Plus model. Instead, the company intends to launch a cheaper iPhone, which will be a successor to its iPhone SE, in the spring of 2025.
This news follows closely on the heels of Apple’s recent unveiling of its latest iPad Pro, equipped with a new chip designed for artificial intelligence computing. This move is part of Apple’s broader effort to keep pace with other major technology companies in the rapidly evolving AI sector.