Apple’s thinnest smartphone, the iPhone Air, flew off shelves in China within minutes of its official launch, as reported by the South China Morning Post. It underscoring just how magnetic the brand remains in the Chinese market. This spectacular consumer response came closely on the heels of CEO Tim Cook’s much-publicized visit, which added momentum to the launch in a market where Apple continues to face fierce local competition.
Pre-orders for the iPhone Air began at 9:00 a.m. local time, a launch that came after a delayed regulatory approval in China. Because the model supports only eSIM and lacked a physical SIM tray, its entry had been held up by the approval process. When bookings opened, every Apple Store in major hubs such as Beijing and Shanghai reported being sold out. Online orders now show a delivery window of one to two weeks.
During his visit, Cook not only promoted the iPhone Air, but also engaged in high-level meetings, including with Vice-Premier He Lifeng, leveraging his role as chairman of an advisory body at Tsinghua University’s management school. This kind of PR boost—especially in China’s tightly regulated and politically sensitive environment—likely amplified consumer attention and urgency around the launch.
Despite its delayed entry and its eSIM-only configuration, the iPhone Air’s rapid sell-out shows that Apple still commands premium appeal. Local brands such as Huawei and Xiaomi have been racing uphill, pushing aggressively into higher-end segments with locally optimized ecosystems and competitive pricing. Yet Apple’s brand image as a status symbol and hallmark of quality still resonates with many Chinese consumers.
Of course, there are potential pitfalls ahead. The eSIM-only nature of the device could present adoption hurdles, particularly in regions where physical SIM infrastructure or consumer familiarity is stronger. And sustaining hype beyond a rushed first sale is always the real test.
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