What's happened
Pre-orders for the iPhone 17 have outpaced last year's model in China, driven by strong brand loyalty. However, delays in the release of the eSIM-only iPhone Air due to regulatory issues and rising local competition highlight ongoing challenges for Apple in the region. The story is unfolding as of September 15, 2025.
What's behind the headline?
The story reveals a complex landscape for Apple in China. Despite strong initial demand, the delayed release of the iPhone Air highlights regulatory hurdles that could dampen sales. The shift to eSIM technology, while innovative, faces slow adoption due to regulatory approval delays, giving local competitors an advantage. Apple’s brand loyalty remains high, but its market share is under pressure from Huawei and Xiaomi, who are aggressively targeting the high-end segment. The broader context suggests that Apple’s growth in China will depend on navigating regulatory delays and competing effectively with domestic brands that benefit from government support and tailored AI features. The upcoming months will determine whether Apple can sustain its momentum or if local rivals will further erode its market share.
What the papers say
According to South China Morning Post, pre-orders on JD.com for the iPhone 17 surpassed last year's first-day volume, with the 256GB model being most popular. Business Insider UK reports that early demand is strong, but the delayed release of the iPhone Air due to regulatory issues could impact sales. TechCrunch highlights that the eSIM-only iPhone Air's launch is postponed in China, with regulatory approval still pending. The Post notes that Apple is working with Chinese authorities to resolve these issues, but delays remain. Meanwhile, local competitors like Huawei and Xiaomi are launching new models, intensifying competition. The contrasting reports underscore the tension between Apple's innovative push and regulatory hurdles, with local brands capitalizing on the delays to strengthen their market positions.
How we got here
Apple launched the iPhone 17 series with high demand in China, where pre-orders on JD.com surpassed last year's iPhone 16. The company faces stiff competition from local brands like Huawei and Xiaomi, which are launching new models. The delayed release of the iPhone Air, due to regulatory issues surrounding eSIM support, reflects ongoing regulatory and market challenges in China, where Apple’s growth has slowed amid waning consumer enthusiasm and fierce local competition.
Go deeper
Common question
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Why Is Apple Delaying the iPhone Air in China?
Apple's latest iPhone Air, a sleek and minimalist device, is facing delays in China due to regulatory hurdles surrounding eSIM technology. This delay raises questions about how government approval processes impact tech launches in China and what it means for consumers and Apple’s market share. Below, we explore the reasons behind the delay and what it could mean for the future of tech in China.
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Why Is the iPhone 17 Demand So High in China?
The launch of Apple's iPhone 17 has sparked significant interest in China, with pre-orders surpassing those of previous models. Despite regulatory hurdles and fierce local competition, demand remains strong. But what exactly is driving this surge, and what challenges does Apple face in this key market? Below, we explore the main questions about the iPhone 17's popularity in China and what it means for Apple’s global strategy.
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Why Is the iPhone 17 Facing Delays in China?
Apple's latest iPhone 17 is generating buzz in China, with pre-orders surpassing last year's model. However, delays surrounding the release of the eSIM-only iPhone Air due to regulatory hurdles are raising questions. How are local competitors impacting Apple’s market share? And what does this mean for Apple's future in China? Below, we explore the key issues and what they mean for consumers and the company's global strategy.
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Apple Inc. is an American multinational technology company headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software, and online services.
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Xiaomi Corporation is a Chinese electronics company founded in April 2010 and headquartered in Beijing. Xiaomi makes and invests in smartphones, mobile apps, laptops, bags, earphones, shoes, fitness bands, and many other products.
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China Mobile is the trade name of both China Mobile Limited and its ultimate controlling shareholder, China Mobile Communications Group Co., Ltd., a Chinese state-owned company.
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China United Network Communications Group Co., Ltd., doing business as China Unicom, is a Chinese state-owned telecommunications operator. Originally founded in 1994 as a wireless paging and GSM mobile operator, it currently provides a range of services..
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Huawei Technologies Co., Ltd. is a Chinese multinational technology company headquartered in Shenzhen, Guangdong. It designs, develops, and sells telecommunications equipment and consumer electronics.
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JD.com, Inc., also known as Jingdong and formerly called 360buy, is a Chinese e-commerce company headquartered in Beijing. It is one of the two massive B2C online retailers in China by transaction volume and revenue, a member of the Fortune Global 500 and