Apple CEO Tim Cook made a surprise appearance on a Douyin livestream on October 13, 2025, to announce that pre-orders for the new iPhone Air in China will begin on October 17, with sales to follow on October 22. This marks a significant step for Apple in the Chinese market, as the iPhone Air is the company's first device to rely solely on eSIM technology in the country, supported by major local carriers China Mobile, China Telecom, and China Unicom. The announcement comes after Chinese telecom operators received approval to launch commercial eSIM pilot programs. The iPhone Air is positioned between the iPhone 17 and iPhone 17 Pro series, with pricing set at 7,999 yuan ($1,100) for the 256GB model.