Apple is finally closing a major gap in its 2025 iPhone lineup with the long-awaited debut of the iPhone Air in mainland China. Preorders open this Friday, October 17, at 9 a.m., with deliveries starting Wednesday, October 22—ending weeks of quiet delay linked to regulatory uncertainty around its eSIM-only design.
The announcement came directly from Tim Cook on Weibo, underscoring Apple’s confidence after months of behind-the-scenes negotiations. The timing suggests the company is now ready for a full market push, navigating a sensitive transition in how Chinese consumers connect their devices.
Originally slated for a September global rollout, the iPhone Air’s path in China hit pause when local regulators examined the implications of ditching physical SIM cards entirely. While China initially appeared on Apple’s launch map, the market quickly shifted to the “uncertain” column, awaiting approvals.
Why the delay mattered
China is one of Apple’s most valuable regions in market capitalization and revenue potential. Moving to an eSIM-only model forces both carriers and consumers out of long-standing habits. Winning acceptance will depend as much on seamless setup and retail guidance as on the hardware itself. Retailers and Apple channels will need to work aggressively to educate first-time eSIM users and ensure smooth migration.
Strategic timing ahead of earnings
The launch lands just eight days before Apple’s October 30 earnings call. While the fiscal quarter closed September 30—meaning revenue from these shipments won’t immediately show up—investors will be looking for early indicators of demand, activation rates, and carrier adaptability. Those metrics could shape the narrative for the holiday quarter.
Short, intense preorder cycle
A brief preorder window tests Apple’s supply chain precision and marketing coordination. Expect heightened carrier messaging, visible point-of-sale guidance, and carefully crafted support around eSIM activation. Apple appears determined to minimize friction during onboarding to convert consumer curiosity into rapid adoption.
Completing the lineup
Strong iPhone 17 sales in other regions give Apple breathing room to mount this mid-cycle push in China. The iPhone Air now positions itself as a fast-follow model that rounds out the 2025 range—and potentially unlocks momentum ahead of peak holiday demand.
This launch closes a chapter that began with an ambitious promise of a unified global release. The dates are now locked, approvals in place, and the market test set. Success will hinge on one thing: how quickly Chinese customers embrace life without a physical SIM card.
