The anticipated slimmer model is expected to have a higher price than Apple’s iPhone Pro Max and is expected to be released alongside the iPhone 17 in September 2025.

According to a report from The Information on Friday, citing three individuals familiar with the project, Apple is in the process of developing a thinner version of the iPhone, likely to be launched by 2025.

The potential slimmer iteration is anticipated to carry a higher price point compared to Apple’s iPhone Pro Max and is projected to debut alongside the iPhone 17 in September 2025, as stated in the report.

The Cupertino-based company is currently exploring various designs for the device, internally known as D23, which may feature Apple’s upcoming A19 processor, as mentioned in the report.

At the time of the report, Apple had not responded to a request for comment from Reuters.

This anticipated redesign highlights Apple’s imperative to refresh its flagship product, given the intense competition it faces from brands like Honor and Huawei in China, and Samsung Electronics worldwide.

Samsung led the smartphone market in the first quarter of 2024 with a 20.8% market share, followed by Apple at 17.3%, according to the research firm International Data Corporation.

In the fiscal second quarter, Apple witnessed a 10.5% decline in iPhone sales, dropping to $45.96 billion.

Additionally, Apple reportedly plans to discontinue its iPhone Plus model and replace it with a more affordable iPhone, succeeding the iPhone SE, expected to launch in the spring of 2025.

This news follows Apple’s recent unveiling of its latest iPad Pro, featuring a new chip for artificial intelligence computing, as the company rushes to keep pace with its Big Tech competitors in the race to dominate emerging technologies.