Will Apple Repeat the Failure of Ultra-Thin Smartphones? Expectations From Samsung

In 2025, the smartphone industry was suddenly abuzz with a race to create ultra-thin devices. Leading the charge were Apple’s iPhone Air and Samsung’s Galaxy S25 Edge, joined by other contenders like the Motorola Edge 70, Nubia Air, Tecno Slim, and various foldable devices, all vying for the title of “world’s thinnest.” However, instead of capturing consumers’ hearts, this trend was met with a lukewarm reception in the market.

Tom Bedford, a journalist at Android Police, sharply criticized this phenomenon in an analysis article. Reports indicate that sales of the iPhone Air failed to surpass 1 million units, a stark contrast to other models in the iPhone 17 series, which collectively sold approximately 250 million units by the end of 2025. Samsung also suffered a blow due to the poor sales of the Galaxy S25 Edge.

The Market Rejects Thinness

Why were smartphones that prioritized thinness rejected by consumers? Key reasons include fragile bodies, subpar specifications, and pricing that exceeded flagship models. Customers found such “expensive yet unreliable” devices unappealing. Following the disappointing results, industry insiders largely believed that manufacturers would abandon plans for sequels.

However, the situation has taken an unexpected turn. Leaked information about the iPhone Air 2 suggests that Apple is considering a second attempt. While Apple seems poised to make a “second-time’s-the-charm” effort, it remains unclear what lessons the company has learned from its previous failure.

Expectations for Samsung’s Strategy

Tom Bedford argues that instead of releasing a Galaxy S26 Edge, Samsung would be wiser to apply the thin phone technology developed for the Galaxy S25 Edge to its main series.

In fact, the subsequently released Galaxy S26 Ultra achieved a thickness of just 7.9mm, a 0.3mm reduction compared to the S25 Ultra. Moreover, the Galaxy A57 was able to slim down to 6.9mm, a 0.5mm improvement over the previous-generation A56. These advancements are believed to be the result of know-how gained during the development of the Galaxy S25 Edge.

Bedford emphasizes that Samsung should integrate the benefits of thinness into the DNA of its main product lines rather than isolating the “Edge” brand. By channeling the advantages of thin design into its flagship and broader product portfolio, Samsung can maintain consistency while offering the benefits of slim form factors to a wider audience.

The Questionable Strategy of Apple

On the other hand, the rumors of Apple planning an iPhone Air 2 cast doubt on the company’s product strategy. The iPhone Air was intended not only to be ultra-thin but also to stand out through its design. Yet, the results were far from satisfactory.

Apple’s strengths lie in its ecosystem integration and processor performance. Many argue that, rather than investing resources in making devices thinner, Apple should focus on improving battery capacity and camera performance. What lessons Apple has gleaned from its 2025 misstep and how it plans to implement them in the iPhone Air 2 remain uncertain at this point.

Insights for the Industry

The rise and fall of the ultra-thin smartphone trend highlight the challenges of differentiation in the smartphone market. While thinness can certainly be an attractive feature, if it comes at the expense of the user experience, the market will not hesitate to deliver its verdict.

Android manufacturers, in particular, should recognize the risks of fixating on thinness while facing pressures to compete on price and features. As demonstrated by Samsung’s Galaxy A57, it is crucial to strike a balance—leveraging thin design while maintaining robust specifications and durability.

Editorial Opinion

In the short term, if Apple releases the iPhone Air 2, the race for ultra-thin smartphones could heat up again between late 2026 and 2027. However, revisiting a product category that has already failed entails significant risks. If Samsung decides to forgo the Galaxy S26 Edge and instead focuses on applying thin phone technology to its existing series, the industry trend may shift from an obsession with “ultra-thin” to a more balanced approach that incorporates the benefits of thinness without compromising other essential features.

From a long-term perspective, as smartphones approach their physical limits, relying on thinness as a differentiation strategy is not sustainable. The next drivers of market growth are more likely to be foldable devices, new form factors, or innovations in camera and battery technology.

The choices made by Apple and Samsung could serve as critical turning points for the entire industry. As an editorial question, we must ask: Do users truly value ultra-thin smartphones? While manufacturers may equate “thinness” with “innovation,” the market perceives it as a trade-off with durability and functionality.

References

• Android Police: Thin phones should stay in 2025; Apple may repeat its mistake, but I hope Samsung won’t — Published June 27, 2026