Apple launches new flagship iPhones every year with a variety of upgrades. But after years of relatively stagnant innovation on the design front, the iPhone 17 launch will kick off several years of exciting new innovations that put an end to the recent ‘boring’ iPhone era.

iPhone design innovation has long been stagnant, but that era is over

If you’ve followed Apple long enough, you likely remember the days when new iPhone announcements came with a lot more optimism and excitement.

But more recently, while there’s still plenty of hype around iPhone unveilings, there’s also been a growing skepticism and indifference from many consumers.

One reason for this seems to be the lack of noteworthy hardware redesigns.

Last year’s iPhone 16 mostly looks like the iPhone 15, and the iPhone 14 before it, and so on.

Apple’s less frequent design updates are understandable for a product that’s nearly 20 years old.

But as a result, it’s become harder to answer the question I get a lot from friends and family: “What’s new with this year’s iPhone?”

There are plenty of new features each year, but a fresh design always stands out as more significant than smaller details like new display tech, another button, and so on.

Fortunately though, rumors indicate this recent ‘boring’ iPhone era will end next week.

iPhone 17 Air will kick off years of new design innovations

Next week at its September 9 event, Apple is expected to launch four iPhone 17 models.

Many will gravitate to the iPhone 17 Pro and Pro Max for their powerful camera systems, long battery life, and other upgrades.

But the iPhone 17 Air is sure to steal a lot of attention with its ultra-thin, brand new design.

Apple’s new Air model will reportedly measure just 5.55mm thick, making it by far the thinnest iPhone ever.

Hands-on impressions with dummy models have been extremely positive. Unbox Therapy said the Air “feels futuristic” when picking it up, and proclaimed no one would want another model after holding it.

There will undoubtedly be plenty of reasons to pass on the Air model—namely, reduced battery life and only a single rear camera. But it’s the kind of exciting new design we haven’t seen in years.

And reporting indicates it’s just the start for Apple.

Next year will bring the iPhone Fold, Apple’s first foldable model.

With increasing consumer interest in foldables, the iPhone Fold could prove a big hit among users.

Then in 2027, Apple is reportedly preparing a special ‘iPhone 20’ model with a unique all-glass design.

That new model will mark the 20th anniversary of the iPhone, and represent a new leap forward similar to what the iPhone X brought in 2017.

Nearly two decades into the iPhone’s life, it seems like we’re on the verge of a new wave of design innovations.

Which forthcoming iPhone model are you most excited about? Let us know in the comments.

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