Apple Launches iPhone Air in China to Subdued Response

Apple Inc. launched the iPhone Air in China on October 22, 2025, but the device encountered a subdued reception from consumers. Despite curiosity surrounding the handset's 5.6-millimeter thinness and new color options, retail stores in Beijing and Shanghai reported no significant queues. Many customers instead opted for the iPhone 17 Pro.

The delayed Chinese debut was primarily caused by the iPhone Air's exclusive reliance on eSIM technology, which local carriers have been slow to adopt. In contrast, the standard iPhone 17 models retained physical SIM slots, making them more attractive to the local market.

This launch serves as an attempt to reverse seven quarters of declining revenue in the region. The company faces intense competition from local manufacturers, including Huawei Technologies, Xiaomi, and Oppo, which offer high-end Android alternatives and thin foldable models at lower price points.