Why Xiaomi, OPPO, and vivo Abandoned Their iPhone Air Rivals: What Thin Phones Reveal About Today’s Smartphone Market

The smartphone world is a copycat league—when one brand innovates, the rest rush to follow. But sometimes, even the biggest trends fizzle out. That’s exactly what’s happening with the ultra-thin smartphone craze, as Xiaomi, OPPO, and vivo have reportedly scrapped their iPhone Air competitors due to the lukewarm performance of Apple’s own ultra-thin device. Let’s break down why this decision matters, what others are missing, and what it really means for the future of mobile tech.

Xiaomi, OPPO, vivo cancel iPhone Air competitors

Apple’s iPhone Air launched with much fanfare, promising a return to the svelte, feather-light form factors that once defined smartphone luxury. But the reality? Sales fell short of expectations, with the iPhone Air failing to carve out a significant niche even among Apple’s loyal base. As a result, not only did Apple reportedly shelve the next Air model, but major Chinese players—Xiaomi, OPPO, and vivo—have backed away from their own thin phone projects.

Why This Matters

Signals a shift in consumer priorities: Users now value battery life, camera power, and durability over shaving off a few millimeters of thickness.
Shows the limits of the copycat strategy: Not every Apple move sparks a global trend, especially if it misses the mark with real-world users.
Impacts innovation cycles: When market leaders drop a form factor, it reshapes R&D focus and supply chain investments across the industry.

What Most People Miss

Thin phones = compromise: Making a phone ultra-thin often means shrinking the battery, reducing heat dissipation, and potentially sacrificing camera quality or structural strength. Today’s power users demand more, not less.
The innovation arms race is about features, not form: Devices like the iPhone 17 series and flagship Androids succeed on advanced cameras, AI integration, and all-day battery—areas where thinness can actually be a liability.
Niche attempts still exist, but won’t scale: Brands like Huawei and HONOR have released their own ‘Air’ models (Mate 70 Air, HONOR 500), but these are limited regionally and unlikely to go mainstream.

Key Takeaways

Apple’s influence isn’t absolute: The iPhone Air’s struggles show even Apple can misread the market.
Chinese brands are quick to pivot: Rather than chasing a failed trend, they’re doubling down on what users want—bigger batteries, better cameras, smarter software.
Foldables, AI, and battery tech are the new battlegrounds: The industry’s energy is moving away from thinness to meaningful innovation.

Industry Context & Comparisons

Market Data: According to Counterpoint Research, Apple is on track to overtake Samsung as the world’s top smartphone brand by market share, thanks largely to its focus on flagship features, not form factor experiments.
Historical Echoes: Remember the race for the ‘world’s thinnest phone’? Devices like the Oppo R5 (4.85mm) and Vivo X5Max (4.75mm) once wowed, but quickly faded as users encountered overheating and weak battery life.
Current Trends: Foldables, like the Galaxy Z Fold and rumored iPhone Fold, are making headlines—proving that innovation that adds utility, not just style, wins.

Timeline of Events

Apple launches iPhone Air to moderate fanfare.
Sales disappoint; Apple shelves the series indefinitely.
Xiaomi, OPPO, and vivo cancel their planned thin rivals.
Huawei and HONOR release their own thin models, but with limited reach.
Industry pivots focus back to flagship features, AI, and foldable tech.

The Bottom Line

If you’re still hoping for a flood of ultra-thin smartphones, don’t hold your breath. The market has spoken: Users want robust, feature-rich devices that last all day—not just a slimmer silhouette. The real innovations are happening under the hood, not at the edges.

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