• A new report details that Apple is working on a thinner premium iPhone, even more “premium” than the Pro Max range.
• The first version of this will be in the iPhone 17 series, set to launch in September 2025.
• Apple is facing steep competition in the smartphone space and could pull out something drastic to turn the tide back in its favour.

While we’re currently in the iPhone 15 generation, and iPhone 16 is still not out to the public with Apple working on the upcoming device, we already have reports of what to expect of the iPhone 17, including what it will look like and when it will be launched.

This latest set of insights stems from The Information (paywall), which cites people close to the iPhone 17 project, that the device will have an ever more “premium” model than the Pro Max version. This version will be more expensive than the iPhone 17 Pro Max and will be super thin, likely using the same technology as the latest iPad Pro which is 5.1mm at its thinnest.

Apple’s most expensive handset at the moment is the iPhone 15 Pro Max which can see price tags of up to R42 799 at 1TB storage configurations.

Apple is expected to launch the iPhone 17 series in September 2025. Apple is apparently still testing different designs for the device under the codename “D23.” The report adds that the iPhone 17 could sport the Cupertino giant’s latest mobile processor which is called A19.

Finally, the report details that Apple is planning a cheaper version of the iPhone, called iPhone Plus, a new spin on the iPhone SE, and this device is expected to hit shelves in the autumn of 2025. So around this time next year.

After 17 editions and countless models, why is Apple now looking to change up its iPhone lineup so drastically design-wise? Because of an incredibly competitive mobile space, with up-and-coming Chinese manufacturers rivalling performance and aesthetics at lower prices. Names like Honor and Huawei are already beating Apple out of the market share in their home nation.

Meanwhile, Samsung is still Apple’s biggest rival globally, with over 20 percent of all smartphones purchased worldwide Samsung devices, compared to Apple’s just over 17 percent, according to data cited by Reuters.

In efforts to continue competing against Samsung, Apple is also expected to bring generative AI features to its mobiles imminently. While Samsung doesn’t quite have generative AI on its smartphones, its clever marketing has beaten Apple to the punch and boosted sales.

Apple is likely to partner with one of the largest AI companies in the world to bring a ChatGPT-like platform to iPhone, with Google and OpenAI as favoured candidates according to recent reports. Apple is also working on its own in-house generative AI, but this technology will probably be used only by Apple developers and not seen by customers.