Apple has delayed the launch of its newly unveiled iPhone Air in China, according to reports surfacing Thursday (Sept. 12). The postponement comes amidst a complex market landscape for the tech giant, following recent gains in chinese smartphone shipments and a broader trend of economic challenges within the country.the iPhone Air,revealed Tuesday (Sept. 9) alongside the iPhone 17, was touted by Apple as “the biggest leap ever” for iPhone, with CEO Tim Cook emphasizing hardware and performance advancements. The device was highlighted in a press release as the thinnest iPhone ever made, measuring 5.6 mm, and featuring a durable titanium frame. John Ternus, senior vice president of hardware engineering at Apple, stated, “The all-new iPhone Air is so powerful, yet impossibly light and thin, that you really have to hold it to believe itS real.” The delay impacts Apple’s strategy to regain market share in China, a crucial region where competition is fierce and consumer preferences are rapidly evolving.
Recent data from Counterpoint Research indicated a 1% year-over-year increase in Apple’s smartphone shipments in China during the second quarter, attributed to price discounts on the iPhone 16 models. This growth occurred despite a 2% overall decline in China’s total smartphone shipments during the same period,as manufacturers adjusted launch schedules to capitalize on a national subsidy program. Earlier this year, in January, Apple faced challenges with an 18% drop in iPhone sales in China, linked to increased competition and a perceived lack of artificial intelligence features.
Industry forecasts from IDC predict a 1% year-over-year decline in China’s smartphone shipments in 2025, while global shipments are expected to grow by 1%. IDC attributed the revised forecast for China to the phasing out of government subsidies and ongoing economic headwinds.The timing of the iPhone Air’s delayed launch raises questions about Apple’s ability to navigate these challenges and maintain its momentum in the critical Chinese market.
