Apple CEO Tim Cook’s latest China visit powers promotional blitz for the iPhone Air

Apple CEO Tim Cook’s latest visit to China this year turned out to herald the launch of the iPhone Air on the mainland, as the country’s three major telecommunications network operators start commercial trials of the eSIM function on smartphones.

According to Apple’s China website, iPhone Air pre-orders would start at 9am on Friday, while shipments would begin next Wednesday – about a month later than the rest of the world, owing to regulatory restrictions regarding eSIM technology on smartphones. Prices for the iPhone Air start at 7,999 yuan (US$1,122).

Regulatory support for eSIM on smartphones marks a milestone for China’s smartphone industry, as the technology replaces physical subscriber identity module cards to enable manufacturers to design thinner handsets and provide a secure means of authenticating devices on mobile networks.

Apple CEO Tim Cook on Monday takes part in a live streaming shopping session on the short video platform Douyin to promote the iPhone 17 series and the iPhone Air’s domestic release. Photo: Weibo
Apple CEO Tim Cook on Monday takes part in a live streaming shopping session on the short video platform Douyin to promote the iPhone 17 series and the iPhone Air’s domestic release. Photo: Weibo
According to China Telecom’s social media posts on Tuesday, Chinese smartphone makers, such as Huawei Technologies and Oppo, are expected to “gradually launch eSIM-enabled mobile phones” in the near future.

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