Apple announced the launch of the new iPhone Air in mainland China on October 22, coinciding with the entry into force of eSIM services from the country’s main operators, local press reported today.
With a starting price of 7,999 yuan (968 euros), the iPhone Air will be the brand’s first model in China that works exclusively with eSIM, a technology that replaces physical cards with digital modules integrated into the device.
The launch comes after China Mobile, China Unicom and China Telecom – the three main Chinese telecommunications operators – received authorization from the Ministry of Industry and Information Technology to begin national registration of users with eSIM.
The announcement was made during a live broadcast on the Douyin platform – the Chinese version of TikTok – marking Cook’s first public appearance since the opening of the Apple store on the Douyin Mall platform in August.
The executive also participated in an event at the toy company Pop Mart, in Shanghai, where he received a commemorative figure of the character Labubu and highlighted Apple’s connection to local creativity and design.
Presented in September, along with the iPhone 17 series, the iPhone Air is the thinnest model ever launched by Apple, with a 6.5-inch screen, polished titanium structure and a single 48-megapixel rear camera.
The ultra-thin design and the absence of a physical SIM card slot led to the postponement of the device’s launch in China, while Apple awaited official authorization to operate with eSIM, approved this month.
The new model also includes an 18-megapixel front camera with a square sensor, capable of automatically switching between vertical and horizontal orientations, and dual video features that allow recording with the front and rear cameras simultaneously.
China, Apple’s third-largest market in the world, is also a key pillar in the company’s global supply chain.
Despite growing local competition from brands like Huawei and Xiaomi, Cook has reiterated his commitment to increasing Apple’s investment and technological development in China.
The launch of the iPhone Air coincides with a new boost in the sector in China and occurs in a context of growing trade tensions between Beijing and Washington.