• Apple postpones iPhone Air launch in China due to regulatory hurdles.
• The device's eSIM-only design complicates its release in a market reliant on physical SIMs.
• Pre-orders for other iPhone models have begun, indicating strong demand.

Apple has delayed the launch of its new iPhone Air in mainland China, primarily due to regulatory issues related to the usage of embedded SIMs (eSIM). The company's Chinese website now states, "release information will be updated later," instead of providing a specific launch date, which was initially set for September 19, coinciding with launches in other major markets. Apple has reportedly informed local media that they are "working closely with regulatory authorities to bring it to China as soon as possible," according to aa and scmp.

The iPhone Air, which is Apple's thinnest model at 5.6mm, is designed to operate solely on eSIM technology, a departure from the physical SIM cards that are still predominant in China. This design has made the launch more complex, as users must activate their eSIM in physical stores. Initially, Apple stated that only China Unicom would provide the necessary support for eSIM activation, with intentions to include other carriers like China Mobile and China Telecom later, as approval is granted, according to Indiatimes and Indiatimes.

Despite the iPhone Air delay, Apple reported record-breaking pre-orders for its other models, including the iPhone 17 series, when pre-order sales began. According to JD.com, within just one minute of launch, sales surpassed those of last year's iPhone 16 series. The standard iPhone 17 emerged as the most popular variant among consumers, showing strong brand loyalty despite increased competition from local brands like Huawei, as noted by scmp and scmp.