Apple(US:AAPL) Guo Ji Jin Rong Bao·2025-10-14 13:50Core Insights - Apple's CEO Tim Cook visited China, announcing the launch of the iPhone Air, which will be available for pre-order on October 17 and officially released on October 22 [2][11] - The iPhone Air is described as the "thinnest iPhone ever," featuring a thickness of only 5.6 mm and utilizing eSIM technology exclusively, eliminating the need for a physical SIM card [4][5] - The launch of eSIM services by China's three major telecom operators coincides with the iPhone Air's release, allowing for broader adoption of this technology in the region [7] Product Launch - The iPhone Air will be available for pre-order starting at 9 AM on October 17, with sales commencing on October 22 [2] - The device's design focuses on extreme thinness, achieved through the use of eSIM technology, which allows for more internal space [4][5] - Apple's decision to eliminate the physical SIM card slot aligns with a global trend towards eSIM adoption, with predictions of approximately 1 billion eSIM-enabled smartphones by the end of 2025 [4] Market Strategy - Tim Cook's appearance in a Douyin (TikTok) live stream marks a strategic shift for Apple in engaging with Chinese consumers through e-commerce and live streaming [11][19] - This live stream is part of a broader strategy to enhance Apple's presence in the Chinese market, especially during major shopping events like "Double 11" [19] - Apple's revenue from the Greater China region showed a year-on-year increase of 4% in Q3 2025, indicating a positive trend in sales performance [19][22] eSIM Technology - eSIM technology is gaining traction, with over 500 global operators supporting it, including major Chinese telecom companies [7] - The introduction of eSIM services by Chinese telecom operators allows for the sale of the iPhone Air without restrictions, facilitating its market entry [7] - Apple's historical role in the development of eSIM technology dates back to 2011, with commercial implementation starting in 2014 [5]