While the release of the iPhone 16 is just a few weeks away, Apple is already considering the launch of a new iPhone in 2025. According to a report by Bloomberg journalist Mark Gurman, the model may be called the "iPhone 17 Air" and could replace the less popular "Plus" model.

The iPhone 17 Air is expected to sit between the standard iPhone 17 and the more expensive iPhone 17 Pro. The new model is anticipated to be significantly thinner than regular iPhones, similar to how the MacBook Air is lighter and thinner than the MacBook Pro.

As noted by TechSpot, citing Gurman, Apple plans to change its marketing strategy for the new iPhone to attract more buyers. The device will target users who want "something flashier than a standard iPhone" but don't need the extra performance, larger screen size, or Pro-level cameras.

The new Air model, along with the anticipated fourth-generation iPhone SE set to launch in early 2025, is expected to help Apple expand the iPhone market and achieve significant growth next year. The company hopes the Air will be more successful than the iPhone 12/13 mini and iPhone 14/15 Plus, which have been somewhat disappointing for Apple. In the long term, there are plans to "fit Pro-level power into a smaller design," though this is unlikely to happen before 2027. Apple is also considering the release of an "Ultra" iPhone as a flagship model, similar to the Apple Watch Ultra.

Although exact release dates for these new devices are still unknown, there are strong indications that Apple is also working on other plans, including the development of a foldable iPhone and, according to rumors, a foldable iPad.