Apple is set to unveil its latest iPhone lineup on Tuesday, but analysts warn the launch could feel underwhelming compared with rivals’ rapid AI integration. The highlight may be the rumored “iPhone Air”, a slimmer model designed to echo the sleekness of Apple’s MacBook Air.
The thinner device would require Apple to solve battery and camera design challenges while fitting into a price band between the base iPhone 17 and Pro models. Analysts say this new form factor could entice iPhone 14–16 users to upgrade, offering Apple its first meaningful design shift in years.
Some see the “Air” as a stepping stone toward foldable iPhones and a more advanced Siri, though foldables are not expected until next year. Competitors like Samsung and Google already have folding models, but they remain a niche category at less than 2% of global sales. Apple faces added pressure in China, where foldables are popular and its market share has slipped.
Pricing remains a sensitive issue amid Trump’s tariff policies. Apple may quietly push margins higher through storage-based price increases, avoiding direct price hikes that could trigger political backlash, analysts say.
On the AI front, Apple has lagged rivals. Plans to revamp Siri were delayed by engineering hurdles, forcing the company to lean on OpenAI’s ChatGPT integration. Apple is also in early talks to use Google’s Gemini AI to strengthen Siri. Analysts expect the company to tout the AI processing power of its next-gen Apple Silicon chips, paving the way for an “agentic Siri” that can handle tasks in the background without draining device batteries.
While Apple’s customer base remains loyal, experts warn the company now has months, not years, to prove it can match competitors in AI and form-factor innovation. “By this time next year, if Siri still disappoints and the foldable isn’t out, Apple’s content base could erode,” said Bob O’Donnell of TECHnalysis Research.