JAKARTA - According to a report from The Information on Friday, May 17, Apple is developing a thinner version of the iPhone that is likely to launch in 2025. This cites three people familiar with the project.

The thinner version is likely to have a higher price than Apple's iPhone Pro Max, and is expected to launch alongside the iPhone 17 in September 2025.

The Cupertino, California-based company is still testing various designs for the device, which has the D23 code name, which is likely to be equipped with Apple's latest generation processor, possibly called A19, the report added.

Apple has not responded to requests for comment from the media about the report.

The update is expected to emphasize Apple's need to refresh the iPhone, the company's most popular product, as it competes with intense competition from Honor and Huawei in China and Samsung Electronics globally.

Samsung has the largest share in the smartphone market in the first three months of 2024 with 20.8%, followed by Apple's market share of 17.3%, according to research firm International Data Corporation.

For the second fiscal quarter, Apple's iPhone sales fell 10.5% to USD 45.96 billion (IDR 733.7 trillion).

Apple also plans to stop the cheaper iPhone Plus model and intends to launch a cheaper iPhone, the successor to the iPhone SE in the spring of 2025, the report added.

The news comes days after Apple announced its latest iPad Pro with a new chip for artificial intelligence computing as they rush to catch up with their Big Tech competitors in the race to dominate developing technology.

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