Apple's highly anticipated iPhone Air has encountered a lackluster start in the Chinese market, as this new model, which boasts an ultra-thin design, has not replicated the previous frenzy of sales.
On Wednesday, October 22, the iPhone Air officially launched in mainland China, but there were no long lines outside major Apple retail stores in Beijing and Shanghai.
On-site observations revealed that many customers were curious about the phone's slim body and new colors, but most remained in the experience and trial phase, with &#34;more onlookers than buyers.&#34; At the store in Sanlitun, Beijing, there were actually more customers picking up the iPhone 17 Pro model.
This market response contrasts sharply with the explosive scenes seen during the global launch of the iPhone 17 series, casting a shadow over Apple's recovery prospects in China. Just in the previous earnings report season, Apple had managed to reverse a seven-quarter revenue decline in the Greater China region.
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iPhone Air, video screenshot
<h2>More &#34;onlookers&#34; than buyers in stores</h2>
The launch day of the iPhone Air was unusually calm. Observations in Shanghai indicated that customers could purchase the iPhone Air directly without waiting in line, although by the morning, several color options had already sold out. The situation was similar in Beijing, where customers could place orders and pick up their new devices on the same day.
However, foot traffic did not translate into strong sales. The general feedback from consumers was that while the lightweight feel and novel colors of the iPhone Air were indeed eye-catching, most people &#34;only tried but did not buy.&#34; This was in stark contrast to the long lines seen outside many stores a month ago during the international launch of the iPhone 17 series.
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Consumers generally believe that the lightweight design and new colors of the iPhone Air are attractive, but most only tried it out rather than purchasing.
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<h2>Dual challenges of pricing and eSIM</h2>
The starting price of the iPhone Air in the Chinese market is 7,999 yuan, which presents a dual challenge. On one hand, according to Chinese consumption standards, this price is quite high, as consumers can purchase a top-tier Android flagship phone at a lower cost.
On the other hand, this model only supports eSIM cards, which is the main reason for its delayed launch in China. To achieve an ultra-thin body of 5.6 millimeters, Apple eliminated the physical SIM card slot, using the space to increase battery capacity.
Although major Chinese carriers have begun to support eSIM technology, and Apple CEO Tim Cook personally announced the launch news during his visit to China last week, for many users, this remains a technology that requires time to adapt.
Netizens have also complained that the model does not offer good value for money.
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In pursuit of a 5.6-millimeter ultra-thin body and a weight of 165 grams, the imaging system retains only a single 48-megapixel main camera, the battery capacity is compressed to 3,050 mAh, and the price is 2,000 yuan higher than the iPhone 17, resulting in a comprehensive lag in performance, imaging, and battery life experiences
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<h2>iPhone Air Suspended Production</h2>
According to tech blogger &#34;Dingjiao Digital,&#34; the iPhone Air is currently in a state of suspended production due to lower-than-expected sales abroad and a delayed domestic launch. The inventory accumulated earlier is currently sufficient, and production will resume once more orders are gathered.
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Previously, some investment institutions stated that due to disappointing sales performance, Apple plans to reduce the production of the iPhone Air. The company will cut the production of the iPhone Air by one million units before the end of 2025 while increasing the production of other models in the iPhone 17 series.
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Although the market response has been relatively tepid, the reservation status on the official website indicates that the iPhone Air will likely be out of stock for about a week, and the same goes for third-party e-commerce platforms like JD.com.
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<h2>Intense Competition During Recovery Phase</h2>
Apple is at a critical juncture in reversing its business decline in China, and the launch of the iPhone Air coincides with an exceptionally competitive market period. Local brands like Huawei, Xiaomi, and Oppo not only have a pricing advantage but also offer highly competitive product lines.
In the past week, local competitors have successively launched new flagship models, such as the Vivo X300 Pro and Honor Magic8 Pro. Additionally, several Chinese manufacturers have also released similarly lightweight foldable smartphones.
Although the iPhone Air has no direct competitors in the market due to its unique form factor, it must compete with local giants across multiple dimensions, including functionality, price, and brand loyalty.
<h2>Overall Demand for iPhone 17 Series Remains Strong</h2>
Despite the underwhelming debut performance of the iPhone Air, this does not indicate that Apple's new generation product line is facing setbacks overall. In fact, the demand for the iPhone 17 series remains strong globally.
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According to a recent analysis report by Counterpoint Research, the sales of the iPhone 17 series in the first 10 days after its launch in the U.S. and Chinese markets were 14% higher than those of the previous generation iPhone 16 series during the same period
The report pointed out that the redesign of the iPhone 17 Pro, the new form factor brought by the Air models, and the significant upgrades to the base model iPhone have collectively driven the overall sales growth. This indicates that Apple's brand appeal and ecosystem stickiness remain a solid foundation for maintaining its market position

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The market response to Apple's new iPhone Air is tepid, with no scenes of long lines at stores for purchases, "more onlookers than buyers." The model is priced at 7,999 yuan and only supports eSIM cards, which has led to its launch in China being a month later than globally, and may be one of the factors affecting its sales. There are also reports that the iPhone Air is currently in a state of suspended production

- The iPhone Air launched in China on October 22, 2025, but experienced a lackluster debut, with minimal queues at major retail stores in Beijing and Shanghai.  
- Despite consumer curiosity about its thin design and new colors, most customers only tried the device without making purchases, contrasting sharply with the strong demand for the iPhone 17 series.  
- The iPhone Air's high price and exclusive eSIM support pose challenges, while Apple faces fierce competition from local brands, although the overall demand for the iPhone 17 series remains robust.

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Apple iPhone Air's debut in China has encountered a lukewarm response, with most customers only trying it out without making a purchase, and production has been suspended?