Global retailers cut iPhone Air prices amid weak demand

Major retailers across multiple markets have begun cutting prices on the iPhone Air — a rare move for Apple hardware.

The discounts are being driven by sluggish sales and a wave of customer complaints, primarily around battery life. While the rest of the iPhone 17 lineup continues to sell at full price, the ultra-thin model has become a clear outlier.

In the UK, Amazon has cut the price of an unlocked iPhone Air by £150, bringing it down from £999 to £849. As Forbes notes, discounts of this scale are unusual for Apple products, which typically see reductions of no more than £50–£100.

A similar trend is playing out in Australia, where The Good Guys and Amazon Australia have reduced prices by up to AUD 302. In China, the markdowns are even steeper: JD.com is selling the 256GB version for $731, down from its original $1,115 price tag.

Analysts attribute the situation to extremely weak consumer interest in the model. According to Counterpoint, Apple’s market share in China rose to 22% driven entirely by the iPhone 17 series, while iPhone Air shipments remain at low levels.

The main criticism from buyers centers on the trade-offs made for design. Users point to short battery life, a single-camera setup, and the $999 price as major drawbacks. Reddit users frequently report returning the device, while a YouGov survey indicates that battery life and price matter far more to most consumers than how thin a smartphone is.