Apple’s iPhone Air was introduced in September 2025, with it aiming to deliver pro performance in the shape of the thinnest iPhone ever, providing a sleek and high-end alternative for those who don’t require the longest battery life or the most advanced rear camera. However, despite Apple having had high hopes for this new and innovative piece of technology, compounded by it receiving 1 million views in its first month, research from the International Data Corporation has shown that weeks after the launch of the iPhone Air, Apple reduced production plans for the phone by 50%, after it only sold a third of its expected sales. This shows that fans refused to compromise on features like camera quality and battery life, and given that the iPhone Air possessed a starting price of £999, whilst the iPhone 17 began at £799, it is understandable as to why people turned to avoid the Air, instead choosing a better model for a much better price.
Last month, Apple unveiled the iPhone Pocket, described as a “beautiful way to wear and carry iPhone” (Apple, 2025). However, appearing to look like a cut-up knitted sock with a price point of £220, many online were unimpressed with Apple, with crowds on social media arguing that it shows that Apple users would pay for anything, with popular tech youtuber Marques Brownlee commenting on X that it was a “litmus test for people who will buy/defend anything Apple releases”. It also drew online criticism for its lack of security features, such as a zip, with the phone being open to the surroundings. Given the general high number of phone thefts, and the high price tag, it raises the question as to what the positives are about this Pocket, other than the fact that it is made by Apple. Despite this criticism, every size and colour sold out across the US, China and France in less than 48 hours, with the longer size also completely selling out in the UK in this time.
Support for Apple innovations doesn’t stop there: Last month, Apple teamed up with artist Bailey Hikawa to create a phone grip and stand. Released to celebrate 40 years of accessibility at Apple, the grip utilises magnets to securely snap onto any iPhone with MagSafe technology, aimed at individuals with disabilities that affect their dexterity, muscle strength and hand control, working with many of these individuals to optimise the device’s usefulness. Hikawa described it as being designed “to support varied ways of holding iPhone while reducing the effort needed to keep it steady”, showing Apple as catering to all audiences by considering people with different disabilities and capabilities, helping them to attract greater audiences.
Finally, in Q3 2025, the period that runs from the start of July through to the end of September, the top 4 best-selling phones were all made by Apple, with the iPhone 16 being the most popular. In 2024, the best selling smartphone of the year was also revealed to have been the iPhone 15. Conclusively, this demonstrates that, despite some of Apple’s latest innovations failing to attract adoration as they hoped, audiences are still dedicated and attracted to their products, choosing to purchase them over alternatives.
Header found on Adobe Stock (by JENO)
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Preston, D. (2025). Apple’s new limited edition iPhone grip is all about accessibility. [online] The Verge. Available at: https://www.theverge.com/news/826081/apple-hikawa-iphone-grip-stand-accessibility-limited-edition [Accessed 9 Dec. 2025].
Tomer, S. and Siddharth Suvarna (2025). iPhone 15 Becomes the Best-Selling Smartphone of 2024, Samsung Also on the List With 3 Models: Canalys. [online] Gadgets 360. Available at: https://www.gadgets360.com/mobiles/news/best-selling-smartphones-2024-list-canalys-report-apple-samsung-xiaomi-7629320 [Accessed 9 Dec. 2025].
