Apple(US:AAPL) Sou Hu Cai Jing·2025-10-15 09:54Core Viewpoint - Apple CEO Tim Cook's surprise appearance on Douyin to announce the pre-sale and official release dates of the iPhone 17 Air in China signifies a strategic shift towards direct consumer engagement in the Chinese market [2][18]. Group 1: Product Announcement - The iPhone 17 Air will be available for pre-sale on October 17 and officially released on October 22 [2]. - This model is touted as the "thinnest iPhone ever," with a thickness of only 5.6mm and a weight of 165g, featuring a 6.5-inch 120Hz OLED display and the latest A19 Pro chip [8]. - The iPhone 17 Air is Apple's first "pure eSIM" phone in the Chinese market, eliminating the physical SIM card slot and relying entirely on eSIM technology [10]. Group 2: Market Strategy - Cook's live stream attracted over 100,000 viewers, indicating strong consumer interest and engagement [4]. - The simultaneous announcement by China's three major telecom operators (China Mobile, China Unicom, and China Telecom) regarding eSIM commercial trials suggests a coordinated effort to support the new technology [10]. - The iPhone Air will be sold without carrier contracts, allowing users to purchase up to two units without being tied to long-term agreements [13]. Group 3: Pricing and Availability - The starting price for the iPhone 17 Air is set at 7,999 yuan (approximately $1,100) for the 256GB model, with higher storage options priced at 9,999 yuan (512GB) and 11,999 yuan (1TB) [17]. - The device will support eSIM for international roaming in over 200 countries, enhancing its appeal for frequent travelers [15]. Group 4: Broader Implications - Analysts suggest that Apple's proactive approach in promoting the iPhone Air and eSIM technology reflects its commitment to the Chinese market as a strategic priority [18]. - Cook's visit also included a donation to Tsinghua University to support sustainable innovation skills, indicating a blend of technological and emotional investment in China [19].