Chinese smartphone manufactures in China have reportedly pulled back from plans to produce ultra-slim phones, after the underperformance of iPhone Air.

According to supply-chain reports, design-led rivals such as Xiaomi, Oppo and Vivo have either frozen or cancelled their “Air-style” flagship projects following disappointing demand for Apple’s slimmest iPhone yet.

The retreat from slim phone comes as suppliers to Apple notably Foxconn and Luxshare have reportedly dismantled or shut down production lines dedicated to the iPhone Air, signaling lower than expected sales and shrinking manufacturing roll-out.

Industry analysts suggest the Air’s struggle stems from compromises made to achieve the 5.6mm thin profile such as a smaller battery and a single rear camera while retailing at a premium price.

Many consumers appear to value battery life, camera quality and overall utility over mere thinness.

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Given the lukewarm response to the slim-case experiment, Chinese brands are redirecting resources towards conventional feature-rich smartphones rather than chasing a slim aesthetic that hasn’t resonated buyers.