Apple iPhone Air faces lukewarm debut in China; most customers only try, not buy, and production has already been suspended?

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Apple's highly anticipated iPhone Air had a lukewarm start in the Chinese market, as this new model with an ultra-thin design failed to replicate the buying frenzy seen in the past.

On Wednesday, October 22, iPhone Air officially went on sale in mainland China, but there were no long lines outside the main Apple retail stores in Beijing and Shanghai.

On-site observation found that many customers were curious about the phone's thin body and new colors, but most only stayed to experience and try out the device—“more onlookers than buyers.” In the Sanlitun store in Beijing, there were actually more customers picking up the iPhone 17 Pro model.

This market response stands in stark contrast to the frenzy seen when the iPhone 17 series was released in other regions globally and casts a shadow over Apple's prospects for a revival in China. In the last financial quarter, Apple had just managed to reverse a seven-quarter revenue decline in Greater China.

iPhone Air, video screenshot

More Onlookers Than Buyers in Stores

Launch day for iPhone Air was unusually calm. According to observations in Shanghai, customers could buy the iPhone Air directly without queuing, although by late morning some color variants had already sold out. The situation was similar in Beijing, where customers could order and pick up the new phone on the same day.

However, the customer flow did not translate into strong sales. The general feedback from consumers was that the light and thin feel of the iPhone Air and its novel colors were eye-catching, but most people “tried it without buying it.” This is completely different from a month ago, when the international launch of the iPhone 17 series saw crowds lining up outside many stores.

Consumers generally believe the iPhone Air's light and thin design and new colors are attractive, but most people are just trying it out instead of buying.

Double Test of Pricing and eSIM

The starting price of the iPhone Air in the Chinese market is 7,999 yuan, a pricing strategy that gives it a dual test. On one hand, by Chinese consumer standards, this price is quite expensive; for less money, consumers can purchase a top-tier Android flagship phone.

On the other hand, this model only supports eSIM cards, which was the main reason for its delayed launch in China. To achieve a remarkably thin body of 5.6mm, Apple removed the physical SIM card slot, using the space for a larger battery.

Although major Chinese carriers have now started to support eSIM technology, and Apple CEO Tim Cook personally announced the release during his visit to China last week, for the majority of users, this is still a technology that will take time to adapt to.

Online users have also criticized the phone for its poor value for money.

To achieve a 5.6mm ultra-thin body and 165g weight, the camera system only retains a single 48MP main camera, the battery capacity is reduced to 3050mAh, yet the price is 2,000 yuan higher than the iPhone 17—with inferior performance, camera, and battery life in every way…

iPhone Air Reportedly Halts Production

According to tech blogger “Dingjiao Digital,” iPhone Air is currently on hold in production due to lower-than-expected overseas sales and delayed domestic release. The inventory accumulated early on is enough for now, and production will restart after more orders are received.

Previously, some investment institutions reported that due to underwhelming sales, Apple planned to reduce the production of iPhone Air by one million units before the end of 2025, while increasing production of other models in the iPhone 17 series.

Although market response has been rather tepid, judging by the official website's reservation status, it will still take about a week for iPhone Air to become available, and the same goes for third-party e-commerce platforms like JD.com.

Fierce Competition at a Critical Recovery Period

Apple is at a key turning point in reversing its decline in the Chinese business, while the launch of iPhone Air comes amid exceptionally fierce market competition. Domestic brands such as Huawei, Xiaomi, and Oppo not only offer better prices, but their product lines are also highly competitive.

In the past week, local competitors have launched new flagship models such as the Vivo X300 Pro and Honor Magic8 Pro. Moreover, several Chinese manufacturers have also released foldable-screen phones with similarly thin designs.

Although the iPhone Air has no exact comparable product in the market due to its unique form, it must still compete with local giants on multiple fronts such as features, price, and brand loyalty.

Strong Overall Demand for the iPhone 17 Series

Although the iPhone Air’s initial launch did not meet expectations, this does not mean Apple’s new generation product line has suffered a setback overall. In fact, demand for the iPhone 17 series remains strong globally.

According to a recent analysis by Counterpoint Research, sales of the iPhone 17 series in the first 10 days after launch in the U.S. and China were 14% higher than the same period for the previous iPhone 16 series. The report pointed out that the redesign of the iPhone 17 Pro, the new form brought by the Air model, and significant improvements in the basic iPhone all contributed to the overall sales growth. This shows that Apple’s brand appeal and ecosystem stickiness remain a solid foundation for maintaining its market position.

Risk Warning and DisclaimerThe market carries risks, and investment should be cautious. This article does not constitute personal investment advice, nor does it take into account an individual user's special investment goals, financial situation, or needs. Users should consider whether any opinions, views, or conclusions in this article are suitable for their particular circumstances. Investment at your own risk. ```