Apple’s iPhone Air launched in China on Wednesday, receiving a subdued consumer response in the world’s biggest smartphone arena. This contrasts sharply with the long queues seen during its international debut a month earlier.
The iPhone Air, priced at 7,999 yuan, arrived in China a month after the rest of the iPhone 17 lineup, as it only connects to networks via eSIM, which local carriers have been slow to adopt. While the device sparked curiosity for its ultra-slim 5.6mm design and new colours, it failed to draw a large crowd of buyers.
At Beijing’s Sanlitun store, many customers opted for iPhone 17 Pro models, even though the iPhone Air was available for same-day delivery. In Shanghai, there were no queues for the iPhone Air, although some colour options sold out by mid-morning, Bloomberg News reported.
What led to this muted consumer response?
The requirement for an eSIM — a digital SIM embedded in the device — meant Chinese consumers had to complete a more involved activation process, which requires in-person visits to the carriers for identity checks. This friction point was avoided by the standard iPhone 17, 17 Pro and 17 Pro Max since they still accept physical SIM cards.
Apple used the space saved by removing the physical SIM tray to increase battery capacity in the Air. Apple’s CEO Tim Cook announced the iPhone Air’s forthcoming release during a visit to China last week as the country’s major domestic carriers began supporting eSIM.
The eSIM complication, combined with a higher price point compared to “upgraded top-tier” Android devices, likely contributed to the muted sales, even though there’s no other handset exactly like the iPhone Air in the market right now, Bloomberg reported.
Despite this underwhelming start for the Air, the overall iPhone 17 series is performing strongly, as market analysis showed that the lineup outsold the iPhone 16 range by 14% in its first 10 days of availability across the US and China, signalling consumer confidence in Apple’s broader offering, the news agency stated.
Competitive smartphone market in China
The iPhone Air enters a highly competitive Chinese smartphone market where local rivals offer comparable thin foldable alternatives, such as the Vivo X300 Pro and Honor Magic8 Pro, which were launched last week.
Apple, however, is currently staging a comeback in the country. With its most recent earnings announcement, it posted sales growth in the greater China region. This growth comes after seven straight quarters of diminishing revenue.
The iPhone Air’s unique form factor could potentially spur fresh momentum, though its initial reception suggests Chinese consumers prioritise immediate accessibility and value over other factors.
