Apple’s newly unveiled iPhone Air, a device that was prominently showcased during the company’s annual fall product event, appears to be encountering an unexpected complication in China, one of the brand’s most strategically important and highly competitive markets. The smartphone, which Apple is touting as the thinnest device it has ever created, measures a remarkably slim 5.6 millimeters in thickness. While this level of engineering sophistication highlights Apple’s commitment to elegant design and technical innovation, the reduction in physical space has significant consequences. A slimmer build allows only limited room for internal components such as the battery and the hardware traditionally required for a physical SIM card slot. As a result, Apple has completely eliminated the SIM tray in this model, instead opting for an eSIM-only architecture.
Although this design decision aligns with Apple’s broader push toward streamlining hardware and preparing for a future of digital connectivity, it introduces specific challenges within mainland China. Unlike many other regions where eSIM adoption is well underway, the Chinese telecommunications landscape remains uneven in its support for the technology. Several carriers in the country have yet to offer full eSIM functionality, meaning large portions of potential buyers may find themselves unable to immediately utilize the device as intended. This creates not only a technical barrier for consumers but also a strategic hurdle for Apple in a market where it has already faced intense competition and regulatory scrutiny.
According to coverage from *The South China Morning Post*, Apple discreetly made adjustments to the iPhone Air’s product listing on its Chinese website following the launch announcement. Initially, Apple promised that the device would begin shipping in China on September 19, coinciding with the rollout of the iPhone 17 series. However, the updated information removed the release date entirely, leaving only a message, translated into English, indicating that “release information will be updated later.” Such phrasing suggests that Apple is either awaiting regulatory clearance or facing infrastructural setbacks related to carrier compatibility.
Apple’s website further clarifies that China Mobile, China Telecom, and China Unicom are the operators designated to provide eSIM support for the new iPhone Air. However, Apple specifies that the initiation of this support remains contingent upon regulatory authorization. While the company avoids naming precisely which governmental body’s approval is required, informed observers widely assume that the Ministry of Industry and Information Technology (MIIT), which governs the telecommunications sector in China, is the central authority involved. Until such authorization is finalized, Apple may be left in a holding pattern, delaying consumer access to its latest premium handset.
When approached for clarification regarding the matter, Apple did not immediately provide an official response to *Business Insider*, leaving industry analysts and consumers alike to speculate on the timing and resolution of the issue. The financial stakes for Apple are substantial. The iPhone Air is slated to debut at a starting price of 7,999 yuan, equivalent to approximately $1,123 in U.S. dollars, positioning it firmly in the luxury category and placing high expectations on its success among China’s affluent urban consumers.
This is far from the first occasion in which Apple’s presence in China has been challenged. Over the past several years, the company has gradually lost market share to domestic rivals such as Xiaomi and Huawei. These competitors, bolstered by strong local brand loyalty and reinforced by government subsidies, are able to sell devices at lower prices while still offering cutting-edge specifications and features tailored to Chinese consumers. Despite these pressures, Apple’s financial performance in China has recently shown modest yet notable improvement. Last quarter, the company reported a revenue increase of approximately 4% year-over-year in the region, which reassured investors and was heralded by Wall Street analysts as a positive sign.
Wedbush Securities analyst Dan Ives, an outspoken advocate for the long-term prospects of Apple and its leadership under CEO Tim Cook, described this uptick as a significant milestone. He emphasized that China served as the “star of the show” in Apple’s global performance and interpreted the sales growth as a substantial achievement for the Cupertino-based company. If Apple ultimately manages to resolve the complications surrounding eSIM adoption and regulatory approval, the heightened anticipation and conversation surrounding the iPhone Air—already generating attention according to *SCMP*—could give the company additional momentum and strengthen its competitive foothold in a notoriously difficult but highly lucrative market.
Sourse: https://www.businessinsider.com/apple-iphone-air-could-face-delay-in-china-2025-9
