The highly anticipated iPhone Air has finally made its official debut in mainland China, and the initial response is nothing short of phenomenal. Despite an initial delay due to its eSIM-only design, pre-orders that began earlier today were instantly snapped up, signaling massive pent-up demand in Apple's crucial overseas market.

The Immediate Rush: Sold Out in Minutes

The launch was met with unprecedented consumer enthusiasm. According to a report from the South China Morning Post, the iPhone Air "sold out within minutes of its launch in China." This swift depletion occurred across all major brick-and-mortar stores in key metropolitan areas, including Beijing, Shanghai, and Tianjin.

The online environment reflected the same high demand. Shipping estimates for the iPhone Air quickly pushed back to November for numerous configurations. Historically, Apple sees its biggest sales spikes in China when introducing a dramatic new design, and the ultra-thin, eSIM-exclusive nature of the iPhone Air clearly meets this criteria.

Navigating the eSIM Regulatory Hurdle

The iPhone Air, defined by its ultra-thin profile, is an eSIM-only device. This design choice initially excluded it from the Chinese market due to strict local regulations concerning embedded SIM technology. The official pre-order launch today suggests that Apple successfully negotiated or complied with the necessary regulatory steps, opening up a vital revenue stream for the company.

The launch success also coincides with Apple CEO Tim Cook's ongoing visit to China. Cook spent the last week meeting with developers, employees, and government officials. During these meetings, he reportedly pledged Apple's continued commitment to investment in the country—a pledge made even more notable as Apple simultaneously works to diversify its global manufacturing footprint outside of China. Cook also used his trip to unveil a new environmental initiative with Tsinghua University.

Market Paradox: Strong Sales vs. Production Forecasts

While consumer demand is clearly sky-high, a counter-rumor emerged today regarding production. A report from The Elec, citing Japanese firm Mizuho Securities, claimed the firm cut its iPhone Air production forecast by 1 million units before the end of the year.

However, this forecast cut is not yet corroborated by other sources. Furthermore, the same report indicated that Apple has actually increased production for the standard and Pro models of the upcoming iPhone 17 lineup:

  • iPhone 17: Increased by 2 million units.
  • iPhone 17 Pro: Increased by 1 million units.
  • iPhone 17 Pro Max: Increased by 4 million units.

The massive initial demand for the Air model suggests that any production cuts are likely related to component supply chains or strategic inventory management, rather than a lack of market interest.