After Apple's CEO Cook visited China, the iPhone Air, which only supports E-SIM, was sold out immediately after its launch in China.

Apple ( NASDAQ: AAPL ) The latest phone, iPhone Air, officially went on sale in China and sold out within minutes of its release. Whether in physical stores in Beijing, Shanghai, Tianjin, or online channels, it was quickly sold out. This ultra-thin model, which features eSIM technology, despite being launched over a month late in China, has shown strong market appeal, indicating that Apple products still possess brand appeal in China. Even in the face of strong challenges from local brands like Huawei and Xiaomi, it remains favored by Chinese consumers. According to reports from the South China Morning Post, this phenomenon of high sales coincides with Apple CEO Tim Cook ( 提姆庫克 )'s visit to China. Against the backdrop of ongoing tensions from the US-China tariff trade war, Cook's visit not only involves participation in a meeting of the advisory board of Tsinghua University's School of Economics and Management but also a meeting with Chinese Vice Premier He Lifeng, signifying that Apple still seeks to deepen its relationship with the Chinese government and industry to find a way out. In recent years, Apple's performance has been mediocre, and it recently closed its Dalian store, while investor Warren Buffett has also sold off a large portion of his shares.

The lifting of eSIM restrictions boosts iPhone Air sales performance.

The iPhone Air is the first Apple phone that supports eSIM usage in China, symbolizing the gradual loosening of regulatory barriers for eSIM technology in the country. According to a statement from China's Ministry of Industry and Information Technology, China began pilot testing eSIM functionality for mobile devices in 2020, and Apple’s successful launch of this technology model represents a significant advancement achieved in coordination with the three major telecommunications companies: China Mobile, China Unicom, and China Telecom.

The support of regulatory agencies for eSIM in smartphones signifies a major innovation in the mobile phone market, as this technology replaces physical user identification module cards, allowing manufacturers to design thinner phones and providing a method for securely authenticating devices on mobile networks.

The eSIM technology can replace traditional physical SIM cards, allowing mobile phones to be designed as thinner and more flexible devices, and simplifying the process for users to switch telecom service providers, bringing a dual innovation in design and usage to the high-end mobile phone market. However, according to IDC China research manager Guo Tianxiang, eSIM is still in its infancy in China, as users currently need to visit physical stores for activation, which limits its convenience. Although some Chinese brands have begun exploring support for eSIM and are preparing to launch eSIM-enabled phones, implementing it comprehensively in mainstream products remains a challenge in the short term.

Cook promised to increase investment in China.

In addition to visiting the Shanghai and Beijing offices, Cook also met with Minister of Industry and Information Technology Li Keqiang, according to the South China Morning Post. This is his second visit to China this year, and both sides exchanged views on Apple's business development in China and strengthening cooperation in the electronic information field. The Ministry of Industry and Information Technology stated that China will continue to create a good business environment for foreign enterprises, including Apple. Cook also expressed gratitude for the long-term support from Chinese regulatory agencies and promised to continue expanding investment in China, deepening collaboration with local partners in technology and supply chains. Cook's visit reflects Apple's long-term commitment to the Chinese market and indicates that despite the escalating tech friction between the U.S. and China, companies are still seeking to maintain stability and communication in business and technological cooperation.

After Apple CEO Cook's visit to China, the iPhone Air, which only supports e-SIM, sold out immediately after its launch in China. This first appeared in Chain News ABMedia.