segment ultra The thin smartphone market is going through a deep crisis. The format, which was supposed to be a new selling point and a demonstration of engineering prowess, is now facing miniAlthough manufacturers have invested heavily in shrinking components and optimizing internal architecture, market data speaks clearly: device thickness is not a priority for buyers.
Honor Magic8 Pro Air fiasco
Model case Honor Magic8 Pro Air serves as a warning signal for the entire industry. Honor has tried to eliminate the traditional weaknesses of thin phones - namely sub-average battery capacity and small displays. The Magic8 Pro Air has 6,31-inch panel and above standard 7,300mAh batteries, thus matching the parameters of classic flagships on paper.
Despite "Pro" specifications however, the device from Honor commercially failed. According to supply chain data and informationmacfrom insider Digital Chat Station, the model reached only 50,000 activationsThis result suggests that even removing hardware compromises cannot induce users to want to own ultra thin phone.
iPhone Air fights disinterest
Neither marketing power Applu has not yet been able to reverse the trend. As part of the current series iPhone 17, which overall exceeded the limit 20 million activations, forms a model iPhone Air only negligible 700 piecesThe market is dominated by more robust models, especially iPhone 17 Pro Max, which generates more than half of the series' total sales.
While competitors like Xiaomi and OPPO reportedly canceled their projects in response to low profitability, Apple remains alone in this segment. According to current indications from Cupertino, Apple the only brand that plans to launch despite weak numbers the second generation of its thin model.
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Economic barriers and component shortages
In addition to consumer apathy, the segment is also facing adverse macroeconomic influences. A global shortage of RAM memory chips is forcing manufacturers to strictly prioritize. In a situation where key semiconductor components are in short supply, it makes more sense for brands to shift resources to highly profitable "Ultra" flagships than to the experimental and narrowly focused "Air" variant.
Everything indicates that the market is returning to pragmatism. If we fail to find a new sense of ultra thin design, this category will remain just a blind development branch of mobile technologies. Samsung has also been convinced of this, which will probably introduce the next generation Galaxy The S25 Edge will also not release.
