Apple’s latest iPhone Air was recently released in China. It sold out in a matter of minutes, quickly generating buzz around an instant sell-out phenomenon. Ultra-thin models were eagerly purchased by Chinese consumers, and shipping estimates quickly slipped to several weeks. In China, the demand has been characterized by the term of huobao or in English, fire-like. This significant want is something that surprised many experts in the industry.
There are stark contrasts in how the phone was received in both regions. The iPhone Air had already launched earlier in the United States. There didn’t appear to be the same level of urgency from American customers in the sale. In fact, American customers seemed more interested in the Pro Max model. The standard Air model was not selling out at all at that time. The same could not be said for China. Chinese customers showed no hesitance to wait in long lines outside of Apple Stores, nor did they hesitate to abuse the online pre-order system.
The iPhone Air did not launch in China initially. Significant delays were associated with the phone and establishing regulations around the phone’s eSIM-only model. The Chinese market relies significantly on physical SIM cards, which there was time that Apple needed to work through the issue with government officials. They have just released a recent announcement about an eSIM-only situation.
The CEO, Tim Cook had made a personal stop in China to promote the release of the iPhone Air. Cook utilized social media sites in China to heavily engage on Chinese social media. He additionally spoke with key government figures. This trip emphasized the significance of China to Apple. It also helped create buzz for the delayed launch.
The demand was simply staggering. Apple’s Chinese website went down temporarily during the pre-orders with the unprecedented user activity. Third-party retailer JD.com reported an all-time high. They received millions of reservation requests alone. Demand was also particularly strong for the base iPhone 17. The new ProMotion display is likely the driver for the base model’s popularity.
This is a strong recovery for Apple. Earlier in 2023, it heavily discounted the iPhone 16 series to address slowing sales in the region. The new iPhone 17 lineup and the Air are pushing back against this narrative of discounting and low demand. Now, Apple is experiencing strong, organic demand from customers in China.
Also Read: How to Confirm Your iPhone is Genuine After Buying Online
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