Apple’s iPhone Air launch in China has faced another setback, and now Bloomberg has added more context by highlighting how the issue was framed during Apple’s broader iPhone 17 keynote narrative. Rather than treating it as an isolated delay, Apple positioned the iPhone Air within its long-term strategy, emphasizing a renewed commitment to design and signaling that thinner, more premium devices will play a central role in its 2026 product roadmap. By connecting the China launch hurdles to its bigger vision, Apple underscored that the iPhone Air remains a key device despite regulatory obstacles.
According to the South China Morning Post, Apple quietly updated its Chinese website to remove pre-order dates and instead display “release information to be updated later.” Initially, pre-orders were supposed to begin on September 12, with deliveries scheduled for September 19. The rest of the iPhone 17 lineup – including the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max – remains on track for release in China on September 19.
Apple confirmed that it is working closely with regulators to bring the iPhone Air to Chinese customers as soon as possible. The company said that all three state-owned carriers – China Mobile, China Unicom, and China Telecom – will support eSIM, but the timing depends on government approval. While China Telecom briefly announced it would roll out eSIM service on September 19, the post was later deleted, underscoring the uncertainty around the process.
The delay also highlights a wider issue for Apple: eSIM adoption in China lags behind other markets. Reports suggest that Apple-authorized resellers in Guangdong have not yet been trained on eSIM procedures, while European counterparts have already undergone mandatory training. Additionally, iPhone Air units purchased outside China will not allow installation of local carrier eSIM profiles, limiting workarounds for Chinese consumers.
Despite this setback, demand for thinner smartphones remains strong. IDC data shows that Samsung’s 5.8mm Galaxy S25 Edge sold over a million units in its first month, becoming the sixth best-selling device in the premium segment. Analysts expect the iPhone Air to eventually account for between 5% and 7% of Apple’s global iPhone shipments once regulatory challenges are resolved.
Ultimately, the iPhone Air’s delay in China may be frustrating for local consumers, but Bloomberg’s reporting makes clear that Apple views this device as more than just another model launch. By aligning it with a broader return to design roots and preparing the market for even higher-priced iPhones, Apple is signaling that the iPhone Air will play a defining role in its future lineup. That long-term positioning could prove just as important as the regulatory approvals currently holding back its release in China.
