Overview

• Bloomberg reporting outlines a multi‑year overhaul that begins this fall, adding an ultrathin iPhone Air alongside incremental updates to the iPhone 17, 17 Pro and 17 Pro Max.
• The iPhone Air is described as thinner and lighter with tradeoffs that include a smaller battery and a single rear camera, with TN Tecno suggesting an unveiling on September 9 and a possible replacement of the Plus model, both unconfirmed.
• A foldable iPhone, reportedly codenamed V68, is planned for 2026 with four cameras and large‑scale production expected early that year, positioning Apple to challenge Samsung and Huawei in foldables.
• The stakes are elevated as the iPhone still delivers over half of Apple’s revenue while global iPhone shipments fell 7% year over year in the first half of 2025, according to IDC.
• Apple is contending with Siri overhaul delays and reported exploration of Google’s Gemini, tariff‑driven cost pressures that Tim Cook estimates at about $1.1 billion per quarter, supply‑chain shifts to India and the U.S., and an active DOJ antitrust case.