Apple CEO Tim Cook made a surprise appearance on a Douyin Apple Store livestream Monday night, revealing that preorders for the iPhone Air in China will begin at 9 a.m. on October 17, with official sales starting October 22. This marked Cook’s first livestream appearance on the platform since Apple’s official flagship store joined Douyin Mall in August.

The iPhone Air is Apple’s first model to rely solely on eSIM technology, which depends on services provided by China Mobile, China Telecom, and China Unicom on the Chinese mainland. Apple advised users to contact their carriers for activation details and service terms. The eSIM design allows for a slimmer device and represents a key step toward broader eSIM adoption in China, according to media reports.

China Unicom on Monday announced via its official WeChat account that it had received approval to launch a commercial pilot program for eSIM mobile services and opened a nationwide online reservation channel. On the same day, China Mobile also confirmed approval for its eSIM commercial pilot program, enabling users to activate eSIM services at local service centers.