Jing Ji Guan Cha Wang·2025-10-13 10:40Core Insights - China Unicom has officially launched a nationwide reservation channel for eSIM services, sparking speculation about the imminent release of the domestic iPhone Air in China [1][4] - The eSIM technology has gained attention following the September release of the new iPhone, with China Unicom being the first operator to support eSIM in mainland China [1][2] - The rapid growth in reservations, exceeding 60,000 by the evening of October 13, indicates strong market interest and readiness for eSIM services [2] Industry Developments - eSIM, or Embedded Subscriber Identity Module, is a new generation SIM card standard that eliminates the need for a physical SIM card slot, allowing users to switch and manage networks remotely [2][3] - The adoption of eSIM technology is driven by smartphone manufacturers' desire for thinner and more integrated designs, with major brands like Apple, Huawei, and OPPO leading the charge [2] - Apple’s iPhone Air will be the first model sold in China without a traditional SIM card slot, requiring users to select an eSIM-compatible operator for mobile network access [3][4] Competitive Landscape - China Unicom has been proactive in eSIM deployment, having launched eSIM services for wearable devices as early as 2018 and developing its own eSIM management platform [4] - The competitive dynamics among the three major operators—China Unicom, China Telecom, and China Mobile—are intensifying, with each seeking to leverage eSIM technology to attract high-value users [4][5] - China Telecom and China Mobile are also preparing to launch their eSIM services, with China Mobile reporting over 150,000 reservations within hours of opening its eSIM appointment system [5]