Apple’s new ultra-thin iPhone Air sold out within minutes of its launch in China on Friday, underscoring the company’s enduring appeal in the world’s largest smartphone market amid intensifying competition from domestic rivals.
The rapid sell-out came just days after Apple CEO Tim Cook concluded a high-profile visit to the country, where he met with developers, suppliers, and government officials, and promoted Apple’s commitment to innovation and local partnerships. Cook’s trip, which included stops in Shanghai and Beijing, generated significant buzz on social media and state media, boosting pre-launch hype for the device.
Priced starting at 5,999 yuan ($845), the iPhone Air features a thinner design—measuring just 5.1mm thick—along with an upgraded A18 chip, enhanced camera system, and improved battery life. Apple marketed it as the “thinnest iPhone ever,” targeting consumers seeking premium, lightweight devices. Online pre-orders opened at 8 p.m. local time on Apple’s Chinese website and major e-commerce platforms like JD.com and Tmall, with physical stores reporting long queues despite the digital focus.
By 8:05 p.m., most models were listed as “sold out” or with delivery delays extending into November, according to screenshots shared by users on Weibo, China’s equivalent of X. Apple did not immediately disclose exact sales figures, but analysts estimate hundreds of thousands of units moved in the initial wave.
“This launch demonstrates Apple’s strong brand loyalty in China, even as Huawei and Xiaomi gain ground with foldables and AI features,” Ivan Lam, a senior analyst at Counterpoint Research, told the South China Morning Post. “Cook’s visit was timely — it reaffirmed Apple’s investment in China at a moment when U.S.-China tech tensions are high.”
During his visit, Cook announced expanded investments in Chinese supply chains and R&D centers, including a new applied research lab in Shenzhen. He also attended the China Development Forum and met with Commerce Minister Wang Wentao, emphasizing Apple’s role in creating jobs and fostering local talent. Posts from Cook’s Weibo account, where he has over 2 million followers, garnered millions of views, with fans praising his engagement.
MacDailyNews Take: Apple reportedly plans to quickly restock the iPhone Air next week, with the global rollout continuing in other markets. The company reported $15.3 billion in Greater China revenue last quarter, down 8% year-over-year, highlighting the need for hits like this to reverse the trend.
Please help support MacDailyNews — and enjoy subscriber-only articles, comments, chat, and more — by subscribing to our Substack: macdailynews.substack.com. Thank you!
Support MacDailyNews at no extra cost to you by using this link to shop at Amazon.
Tim Cook and the sellout of iPhone Air in China.
Luck favours the brave.
Almost every phone is bought by resellers. Not end users. The gangs in China run a huge business buying phones from Apple and the reselling them in the remote provinces for 2-3x the price.
What is important is they do get sold, officially or pirated. A pirate is not going to buy an iPhone which does not get sold and remains in his or inventory. The mechanism of how it gets sold in various countries is different.
Analysts don’t think Apple is selling enough iPhone Air models. All I read about is how poor iPhone Air sales are. Of course, it won’t have as high numbers that the other iPhone models have, but I wonder if iPhone Air sales are meeting Apple’s expectations.
The iPhone Air seems like a product women would buy, as it’s light and thin. I prefer chunky smartphones chock-full of battery.
To each their own.
I think you have not read about the spectacular success of iPhone Air in China. So do not despair. Apple thinks very long term and some designers may already been thinking about iPhone that will come in 2030.
1) USA likes likes chunky ‘pro’ iPhones.
2) Indians like their iPhones to meet their budget.
3) Chinese like their iPhones thin.
That is precisly the reason Apple makes 4 kinds of Fall’s iPhones and one Spring iPhone. iPhone 16e was Spring’s bestseller. Global market is varied and you make iPhones that fulfil their expectations.