Ultra-Slim Phones Launched with High Hopes See Reduced Production Amid Weak Sales
Lower Specs for Camera and Battery Lead to Poor Consumer Satisfaction
Competition to Intensify as Both Companies Launch Foldable Phones in 2026
Samsung Electronics and Apple, which previously led the "ultra-slim phone" trend by competing over a 0.1mm thickness difference, are now shifting their strategies in response to the market's lukewarm reaction. Both companies have decided to either delay the launch of their ultra-slim phones or discontinue their production lines altogether.
According to industry sources on November 11, Apple has decided to postpone the launch of the next-generation iPhone Air after the model released in September recorded disappointing sales. Apple informed its engineers and external suppliers of the delay, but reportedly did not provide a new release schedule. As a result, only the iPhone 18 series and a foldable iPhone are expected to be released next fall. Apple has also significantly scaled back production facilities for the iPhone Air while increasing production lines for the high-selling "Pro" models.
Consumer Intelligence Research Partners (CIRP), a market research firm, reported that as of September, the iPhone Air accounted for only 3% of total iPhone sales. This is significantly lower than the iPhone 17 Pro (9%) and iPhone 17 Pro Max (12%).
The Samsung Galaxy S25 Edge, released in May, also performed below expectations. According to data from Hana Securities, only about 190,000 units of the S25 Edge were sold in South Korea during the first month after launch, and cumulative sales over three months reached just 1.31 million units. In comparison, the domestic pre-orders for the foldable Galaxy Z Fold 7 and Z Flip 7, held for one week in July, set a new record with 1.04 million units sold.
Samsung Electronics had initially planned to exclude the "Plus" model and add the Edge model to the Galaxy S26 series lineup, which is set to be unveiled in February next year. However, due to lower-than-expected sales, the company has reportedly revised this strategy. As a result, the S26 series will consist of three models as before: Standard, Plus, and Ultra. The lineup revision is expected to slightly delay the launch schedule. While Samsung typically held its Unpacked event to reveal new products at the end of January or early February, the S26 series will be unveiled at an Unpacked event in San Francisco, USA, on February 25 next year, with the official launch planned for March.
Both Samsung and Apple designed their ultra-slim products with reduced camera performance and battery life compared to previous models in order to achieve thinner devices. However, as the price difference from premium models was not significant, these products were largely ignored by the market.
Now, the focus of the two leading smartphone manufacturers appears to be shifting to the foldable phone market. Samsung drew global attention by unveiling its tri-fold phone, which folds twice, for the first time at the 2025 Asia-Pacific Economic Cooperation (APEC) Summit. The company has announced plans to launch the tri-fold phone within this year, with the price expected to be around 4 million won. Apple is projected to release its first foldable phone, tentatively named "iPhone Fold," around September next year. The price is expected to be about $2,000 (approximately 2.9 million won), and the device will fold inward like a book, offering usability similar to a large-screen iPad.
An industry insider commented, "With Apple preparing to launch a foldable iPhone, the company is set to enter the foldable market currently dominated by Samsung and Chinese manufacturers. Samsung will maintain its strategy of leading the market by strengthening its premium image with cutting-edge technologies such as the tri-fold phone."
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