Apple has unexpectedly postponed the launch of its new iPhone Air in mainland China, citing pending regulatory approval for the phone’s eSIM-only design. The move has surprised many industry watchers, as the device was initially set to go on sale alongside other new iPhone models this September.
Apple has removed the iPhone Air’s preorder schedule from its official China website, replacing it with a note that says, “Release information will be updated later.” The phone was previously expected to open for preorders on September 12, with retail sales beginning September 19.
What Happens Next
For now, Chinese consumers eager to get their hands on the iPhone Air will have to wait or consider importing units from overseas markets, though these may face network compatibility issues. Apple is expected to provide an update on the China launch timeline once it receives the green light from regulators.
In the meantime, the company continues to roll out its other new iPhone models worldwide without delay, suggesting that this is purely a regional regulatory issue rather than a technical problem with the device itself.
The eSIM Roadblock
At the heart of the delay is Apple’s decision to make the iPhone Air the company’s first eSIM-only smartphone in China, a country where physical SIM cards are still widely used. While eSIM technology is already common in markets like the United States and Europe, its rollout in China has been slow and tightly regulated.
Apple had earlier announced that the iPhone Air would support eSIM on all three of China’s major mobile carriers China Mobile, China Telecom, and China Unicom but that support was always “subject to regulatory approval.” So far, that approval has not yet been granted.
Industry analysts say regulators are reviewing how eSIM devices will integrate into China’s existing telecom infrastructure, and this process could take weeks or even months. Until that happens, Apple cannot officially release or sell the iPhone Air in the Chinese market.
Other Markets Unaffected
The delay applies only to mainland China. In other regions, including the U.S., Europe, and several parts of Asia, the iPhone Air launch is proceeding on schedule. Preorders have already opened, and the first batch of devices is expected to arrive in stores on September 19 as planned.
Apple has not provided a new release date for the iPhone Air in China, and the company has not indicated whether it might consider releasing a version of the phone with a physical SIM slot exclusively for that market. For now, the official line remains that “release information will be updated later.”
Impact on Apple’s China Strategy
This postponement is a rare setback for Apple in China, one of its largest and most competitive markets. Analysts say the company is unlikely to face major long-term damage, but it could miss out on early sales momentum and risk losing some customers to local competitors who are launching new models around the same time.
Still, many expect the iPhone Air to eventually launch once the regulatory approval process clears. The phone has already generated significant buzz for its ultra-thin design and lighter build, and demand is expected to be strong when it does arrive.
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