Apple has launched the iPhone Air in China, the country’s first mainstream smartphone built entirely on eSIM technology. The device is available in stores starting October 22, 2025, at 7,999 yuan (around US $1,120).
The iPhone Air eliminates the physical SIM card slot, relying exclusively on an embedded SIM (eSIM). At just 5.6 mm, it’s the thinnest iPhone ever. Apple says this approach “saves internal space, helping enable the Air’s ultra-thin and lightweight form factor.”
The iPhone Air could redefine how millions of Chinese users connect in the world’s largest mobile market. China’s three major carriers, China Mobile, China Unicom, and China Telecom, now support commercial eSIM services. These services allow users to activate and manage up to two eSIM profiles on a single device.
China’s eSIM Market: Ready or Not?
With nearly 1.87 billion mobile connections, China remains the world’s largest telecom market. Yet eSIM adoption has lagged behind regions such as the U.S. and Europe, where eSIM technology is already standard.
Until recently, eSIMs in China were mostly limited to wearables, tablets, and IoT devices. Earlier this year, the Ministry of Industry and Information Technology (MIIT) approved commercial eSIM trials for all three state-run carriers, paving the way for Apple’s launch.
MIIT’s research and advisory arm, the China Academy of Information and Communications Technology (CAICT), noted that while eSIMs improve convenience and digital security, they also raise concerns over real-name verification, cross-border connectivity, and data portability.
For consumers, eSIMs mean they can now activate plans remotely, switch carriers digitally, and manage multiple profiles on a single device.
Consumer Response: Curious but Cautious
Pre-orders opened on October 17, with select color variants selling out quickly in cities like Shanghai and Chengdu. However, overall enthusiasm appears more restrained compared to earlier iPhone releases.
Analysts point to two key factors: premium pricing and consumer unfamiliarity with eSIM. Many consumers still prefer physical SIM cards for travel or managing separate work and personal lines.
Tech enthusiasts and sustainability advocates have praised the Air’s minimalist design and reduced electronic waste. Mainstream consumers, however, remain cautious about the unfamiliar technology.
Telecoms Gear Up for a Digital Shift
The iPhone Air launch is expected to accelerate eSIM adoption in China. Carriers are preparing dual-profile plans, travel eSIM options, and instant activation via apps or QR codes.
Widespread adoption will depend on how efficiently operators streamline onboarding and standardize technical support.
Meanwhile, regulators work to refine policies around data portability, identity verification, and international roaming.
Global eSIM Trends Show a Rapid Surge
eSIM adoption is growing worldwide. GSMA Intelligence projects that over 4.6 billion smartphone connections will use eSIMs by 2028.
Countries including the U.S., UK, Japan, and South Korea have already embraced the technology, primarily driven by Apple and Samsung.
China’s entry into the eSIM space could have ripple effects on global telecom standards, carrier infrastructure, and regulatory practices.
Domestic smartphone makers are expected to follow suit, launching eSIM-enabled or fully eSIM-only models to remain competitive.
The Start of a New Era for Mobile Connectivity
The iPhone Air is China’s first mainstream eSIM-only smartphone, signaling a potential turning point in the country’s mobile connectivity landscape.
Apple is betting that design innovation, environmental efficiency, and future-ready technology will resonate with consumers.
While consumer adoption may start cautiously, the iPhone Air’s launch marks a significant step in aligning China’s telecom ecosystem — carriers, regulators, and users alike — toward a fully digital future.