Apple unveils its thinnest iPhone ever, the “Air,” during its annual product launch event at the Steve Jobs Theater in Apple Park, Cupertino, California, on September 9 (local time). (Yonhap)
SEOUL, Nov. 12 (Korea Bizwire) — Both Samsung Electronics and Apple are expected to revamp their flagship smartphone lineups in 2026 after the disappointing performance of their ultra-thin models released earlier this year, 2025.
Apple introduced the iPhone Air in September 2025, a 5.6-millimeter-thick, 165-gram handset replacing the traditional “Plus” model in the iPhone 17 series. Marketed as both sleek and powerful, the device drew criticism for its weaker camera, smaller battery, and underwhelming audio quality.
According to Consumer Intelligence Research Partners (CIRP), the iPhone Air accounted for just 3 percent of total iPhone sales as of September, trailing far behind the iPhone 17 Pro at 9 percent and Pro Max at 12 percent. In response, Apple is reportedly scaling back production and may delay a successor model in next year’s lineup.
Samsung’s experience has been similar. Its Galaxy S25 Edge—launched in May 2025 with a 5.8-millimeter profile and weighing 163 grams—has sold only about 1.31 million units by August, compared with 8.28 million for the standard S25, 5.05 million for the S25 Plus, and 12.18 million for the S25 Ultra, according to Hana Securities. Analysts cited its smaller battery, weaker camera, and limited pricing advantage as key drawbacks.
Samsung’s thinnest smartphone, the “Galaxy S25 Edge,” unveiled on May 23, is displayed at Samsung Gangnam in Seoul. (Yonhap)
Initially viewed as a possible replacement for the Plus model, the Edge now faces possible discontinuation due to sluggish sales. Samsung is said to be planning its next “Unpacked” event for late February 2026—around a month later than usual—amid internal adjustments to the upcoming Galaxy S26 lineup.
Sources indicate that Samsung may forgo another slim variant, as the base S26 model is expected to measure about 6.7 millimeters thick, only a millimeter more than the Edge.
Another focal point for the S26 series will be Samsung’s choice of processor. The company has alternated between its in-house Exynos chips and Qualcomm’s Snapdragon processors in recent years—switching entirely to Snapdragon for the S25 due to heat and performance concerns.
Industry watchers expect the S26 Ultra to retain Snapdragon while the base and Plus models may use Exynos, though Samsung said during its third-quarter earnings call that the decision is still under review.
Kevin Lee (kevinlee@koreabizwire.com)
