iPhone Air Launch in China Stalled by eSIM Regulatory Concerns

Apple’s newest device, the iPhone Air, has made a splashy debut across more than 60 international markets, but in China, one of Apple’s most important regions, the rollout has hit a sudden delay.

While customers elsewhere are already placing pre-orders, Chinese buyers logging into Apple’s official store are met with the vague notice: ‘Release information will be updated later.’

The reason behind this delay lies not in production, but in regulatory approval. According to reports from The South China Morning Post, Apple’s decision to make the iPhone Air an eSIM-only smartphone has triggered compliance concerns with mainland authorities. Unlike traditional SIM cards, an eSIM is a digital alternative that allows users to switch carriers without physically swapping cards. Although eSIM technology is widely adopted in many countries, China’s telecom regulators have not yet fully greenlit its sole use on consumer handsets.

Apple has confirmed that all three of China’s major network operators – China Mobile, China Unicom, and China Telecom – are technically prepared to support eSIM activation on the iPhone Air. What remains uncertain is the timing of official regulatory approval, without which the launch cannot proceed. This limbo has created frustration among potential buyers, especially given Apple’s earlier promise that pre-orders in China would begin alongside the global rollout.

Globally, Apple is pushing the iPhone Air’s eSIM-only design as a breakthrough that creates extra room inside the phone, enabling a larger battery and longer life between charges. Industry experts note that this strategy is part of Apple’s broader push toward fully digital ecosystems and slimmer devices. However, it also raises challenges in regions where regulators are cautious or where consumers remain reliant on physical SIM cards.

Despite the delay, pricing details for the iPhone Air are already public. In Europe, the 256GB model with 12GB RAM is listed at €1,199 (£999), while the larger 512GB variant costs €1,449 (£1,199). These price points confirm Apple’s positioning of the Air as a premium flagship, designed to appeal to power users who value performance and battery life improvements.

For now, Chinese consumers are watching closely, waiting for an official update from both Apple and local regulators. Analysts believe the approval is likely to come eventually, given that all carriers are prepared, but the uncertainty underscores the complexity of launching cutting-edge technology in markets with unique regulatory landscapes.