After years of prioritizing sleek designs, the smartphone industry is reassessing it’s focus as consumer demand for ultra-thin handsets fails to materialize. Leading manufacturers like Samsung, Apple, and Motorola recently launched devices boasting thicknesses under 6mm, signaling a potential new market trend [[1]]. Though,early sales data and shifting development priorities now suggest this pursuit of extreme thinness might potentially be short-lived,prompting a reevaluation of innovation priorities across the sector.
2025 saw smartphone manufacturers attempt to establish a new market segment: ultra-thin handsets. The push for slimmer designs, however, appears to have stalled as consumer interest failed to materialize.
Samsung initiated the trend with its Samsung Galaxy S25 Edge, boasting a 5.8mm thickness, quickly followed by Apple’s iPhone Air. Chinese manufacturers also entered the fray, with ZTE unveiling the ZTE Nubia Air and Motorola recently introducing the Motorola Edge 70.
Despite the initial flurry of releases, demand for these ultra-slim smartphones – those under 6mm thick – has been underwhelming. Sales figures have been notably low, and even the highly anticipated iPhone Air has reportedly underperformed. Sources suggest that a second generation of the iPhone Air may be delayed until 2027, or potentially cancelled altogether. This signals a potential shift in priorities for Apple as it assesses market viability.
In response to the lackluster performance, several major manufacturers are now scaling back their investment in this particular form factor. According to reports from Chinese press, Xiaomi, Oppo, and Vivo have all reportedly shut down their development programs for ultra-thin smartphones, even those in advanced stages.
Company representatives have opted to redirect budgets to projects deemed to have greater potential for success, effectively absorbing the losses from these discontinued initiatives. The move underscores the challenges of introducing niche products in a highly competitive market.
The situation demonstrates that even Apple’s product launches don’t always guarantee financial success.
