Apple launches iPhone Air with eSIM in China on October 22

Apple announced the launch of the new iPhone Air in mainland China on October 22, coinciding with the launch of eSIM services from the country's main carriers, local media reported on Tuesday.

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 nationwide registration of eSIM users.

The announcement was made during a livestream on Douyin — the Chinese version of TikTok — marking Cook's first public appearance since the Apple store opened on Douyin Mall in August.

The executive also attended an event hosted by the toy company Pop Mart in Shanghai, where he received a commemorative Labubu figure and highlighted Apple's connection to local creativity and design.

Introduced in September alongside the iPhone 17 series, iPhone Air is Apple's thinnest model ever , featuring a 6.5-inch display, a polished titanium frame, and a single 48-megapixel rear camera.

The ultra-thin design and lack of a physical SIM card slot led to the device's launch in China being delayed while Apple awaited official authorization to operate with eSIM, which was 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 you to record 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 Apple's commitment to increasing investment and technological development in China.

The launch of the iPhone Air coincides with a new boost for the sector in China and occurs against a backdrop of growing trade tensions between Beijing and Washington.