Series of products quietly discontinued by Apple after the launch of iPhone 17

Early morning of September 10, Vietnam time, Apple's Awe Dropping event officially took place, attracting the attention of millions of technology fans around the world. This is not only an opportunity for Apple to introduce new products but also an opportunity for the company to announce important changes in product strategy. Like every year, Apple continues to create curiosity and expectations before the event. But the highlight of this year is that the company not only introduced the iPhone 17 and the thinnest iPhone Air ever, but also boldly killed off a series of products from the previous generation.

While Apple events are usually all about new products, this year’s Awe Dropping drew particular attention to the list of discontinued products that Tim Cook and his team presented. This was a clear shift in how Apple is shaping its product portfolio, not just in the iPhone segment, but also in the Apple Watch and AirPods. The immediate elimination of a series of devices became one of the hottest topics after the event, even overshadowing the praise for the iPhone Air.

1. The highlight of the event: The thinnest iPhone Air ever

One of the most impressive moments at Awe Dropping was the appearance of the iPhone Air. With an unprecedented thinness in the history of the iPhone line, the iPhone Air immediately attracted all eyes. This product not only brings design improvements but also demonstrates Apple's efforts to break physical limits, bringing smartphones closer to minimalist sophistication.

The introduction of the iPhone Air also clearly reflects Apple's design philosophy over the years: minimalist, luxurious but still has to bring a big enough difference to create a "wow" effect for users. Many technology experts have commented that the iPhone Air is a testament to how Apple always seeks breakthroughs in seemingly the simplest details. In addition to the thin and light design, Apple also integrates many improvements in performance, battery and especially the ability to support the Apple Intelligence artificial intelligence feature set, a factor that is considered the "future" of the Apple ecosystem.

Along with the appearance of the iPhone Air, users accessing Apple's official website also noticed a big change: a series of familiar products were no longer in the direct sales catalog. This is Apple's next step, showing the decisiveness in the strategy of renewing the device ecosystem.

2. Apple discontinued a series of products right after the Awe Dropping event

According to official information, Apple has stopped producing a series of products right after the event on September 10. This list includes iPhone 16 Pro, iPhone 16 Pro Max, iPhone 15, iPhone 15 Plus, Apple Watch Ultra 2, Apple Watch Series 10, Apple Watch SE 2 and AirPods Pro 2.

This decision may make many fans feel regretful, because devices like the iPhone 15 or Apple Watch Ultra 2 are still considered quite new and have high usage value. However, this is not the first time Apple has aggressively removed old products after only one year of launch. This strategy has become a familiar part of the company's business philosophy: not to let users hesitate with too many options, while focusing full attention on the latest product lines.

Many experts believe that the death of the iPhone 16 Pro and iPhone 16 Pro Max is quite surprising, because these two models have just appeared last year and still maintain their own appeal. But Apple seems to have a clear reason: if the old generation iPhone Pro models exist in parallel, they will become direct competitors to the iPhone 17 Pro and iPhone 17 Pro Max, thereby affecting the sales of this year's flagship product line. By doing this, Apple ensures that customers' choices will focus more on the new generation of iPhones, instead of being distracted by predecessor devices that still have "weight".

Behind these seemingly cold decisions lies a well-thought-out strategy from Apple. First of all, eliminating old products helps to make the catalog more streamlined. When users access Apple.com or visit an Apple Store, they will not be confronted with a “matrix” of iPhones or Apple Watches with different versions, which can easily lead to difficulty in choosing.

Apple has always wanted to project a premium, differentiated brand image. If older products were to remain available at lower prices, they could dilute the value of newer models and hurt overall profits. By killing off older devices, Apple would both create an incentive for customers to upgrade and maintain high profit margins.

Apple is also betting big on Apple Intelligence, its newly introduced set of artificial intelligence features. Streamlining its product portfolio ensures that most of the devices Apple sells from now on are compatible with this AI technology. This way, Apple can create a unified ecosystem where every product is capable of connecting and sharing intelligent data, taking the user experience to a new level.

Another factor to consider is marketing strategy. Even though Apple has discontinued its products, older products will continue to be available through third-party retailers or the used market. This helps Apple avoid sudden shortages while still maintaining its appeal to those who want to own an Apple product at a lower cost.

3. Apple launches 'breakthrough' iPhone Air for $999

Along with the discontinuation of the product line, Apple also officially announced the price for the iPhone Air, the thinnest phone in iPhone history. With a starting price of $999, the iPhone Air is positioned as a high-end product but not too far out of reach for the majority of customers. This is a familiar price for the iPhone line and Apple has clearly calculated carefully so that the new product can both create a difference and maintain competitiveness in the market.

The iPhone Air is not only an iconic product, but also a key way for Apple to demonstrate its innovation capabilities in a time when artificial intelligence is gradually dominating the entire technology industry. With full support for Apple Intelligence, the iPhone Air becomes one of the first devices to introduce users to the next generation of Apple AI experiences, thereby shaping the way they interact with smartphones in the future.

One interesting detail that Apple mentioned during the event was the product lifecycle policy. Accordingly, any device that has been discontinued for 5 years will be put on the “vintage” list. After 7 years, they will be considered “obsolete” and will no longer be supported for repair at authorized service centers.

This not only helps Apple control warranty and technical support costs, but also cleverly encourages users to upgrade their devices. When an iPhone or Apple Watch becomes “obsolete,” it means that the owner is almost forced to look for a new option if they want to continue using modern services and features.

4. Apple's current product portfolio

Following the changes at the Awe Dropping event, the iPhone lineup that Apple is distributing directly has been significantly streamlined. Currently, users can choose between the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, iPhone Air, iPhone 16e, iPhone 16, and iPhone 16 Plus. All of these models support Apple Intelligence, ensuring users have a consistent experience with the latest AI features.

In the smartwatch segment, Apple now offers the Apple Watch Ultra 3, Apple Watch Series 11, Apple Watch SE 3, and Apple Watch Hermès based on the Watch Series 11 platform. Meanwhile, the wireless headphone line is also refreshed with AirPods Pro 3, AirPods 4, and AirPods Max.

Looking at this portfolio, it’s clear that Apple is aiming for a lean but robust ecosystem. Rather than allowing multiple generations of products to coexist, the company focuses on ensuring that any existing product represents the most advanced technology from Apple.

5. Users in Vietnam and the opportunity to own iPhone 17

According to the official announcement, users in Vietnam can pre-order iPhone 17 models from September 12, before the product officially hits shelves on September 19. The starting price of the iPhone 17 series is VND 24,999 million, while the highest-end version costs up to VND 63,999 million. This is not a small price, but with its brand position and technological appeal, Apple is still confident that the iPhone 17 will become one of the best-selling products of the year.

This year's Awe Dropping event demonstrates more clearly than ever Apple's business philosophy: always innovate, always be decisive and do not hesitate to eliminate what is outdated to make way for the future. With iPhone Air, iPhone 17 and the Apple Intelligence ecosystem, Apple once again affirms its pioneering position in the global technology industry.