Apple is offering up to 30% discounts on the iPhone Air through its official Amazon UK storefront, with the 256GB model now starting at £699 down from £999. This steep price cut across multiple colorways and storage options marks an unprecedented move for Apple, which rarely discounts current-generation iPhones. The sale includes 512GB and 1TB models with similar percentage reductions.

This dramatic markdown appears to confirm reports that the iPhone Air has been a commercial disappointment since its September launch. Industry analysts found virtually no demand for the ultra-thin device, with Apple reportedly cutting production orders by one million units while increasing orders for other iPhone 17 models by two million. Suppliers were asked to reduce capacity by over 80% between launch and early 2026, with some components discontinued by year's end.

The pricing strategy suggests Apple is clearing existing inventory rather than preparing for a successful product line. With Foxconn dismantling production lines and Luxshare stopping manufacturing, the iPhone Air is believed to be out of production entirely. The next-generation model has been delayed until spring 2027 and may feature a second rear camera in response to customer feedback about the original's single-lens limitation.