Apple's thinnest iPhone sees steep price cuts across markets

In the U.K., Amazon has discounted the Air by £150 ($204), cutting the price to £849. Forbes noted that such large reductions are uncommon for iPhones on Amazon, where discounts typically range between £50 and £100.

In China, the price of the 256GB version has dropped to as low as 5,499 yuan ($790) after promotions on Apple’s official Tmall flagship store and JD.com, combined with the country’s national subsidy. That represents a 2,500-yuan ($359) reduction from its launch price, according to tech site GizmoChina.

Australian retailers have also joined the markdowns, with chains such as The Good Guys and Amazon Australia cutting prices by up to AUD$302 ($206).

In Vietnam, the 256GB model has fallen by VND9 million ($343) to VND23 million at Apple-authorized stores on Shopee after four months on sale, marking the steepest price reduction within Apple’s 17 series.

The Apple's iPhone Air. Photo by VnExpres/Tuan Hung

The widespread discounts have been linked to poor sales and a lukewarm reception. Despite its ultra-slim titanium design, users complained shortly after launch about weak battery life, with some Reddit users saying they planned to return the device. Paired with a single rear camera and a $999 starting price, the model struggled to gain traction, Forbes reported.

A December 2025 report from smartphone resale platform SellCell found that Apple’s thinnest iPhone also recorded a historic low resale value.

Within 10 weeks of launch, the Air lost an average of 44.3% of its original retail price, while the 1TB version fell 47.7%, the steepest depreciation SellCell has recorded for any iPhone since 2022.