Initially, eSIMs were used only in smartwatches and IoT devices. Apple, Huawei, Xiaomi, OPPO, and vivo all sold phones with two physical SIM slots in China. Even though their international versions had eSIM support, the feature was non-existent in China.

This policy had a ripple effect across Asia. Since Chinese phone brands dominate markets like India and Vietnam, their focus on dual-SIM designs made non-eSIM phones the regional norm. Smaller local brands had difficulty competing against the low-cost established models made in China and had little incentive to independently adopt eSIMs.

The 2025 Breakthrough

In October 2025, when China’s Ministry of Industry and Information Technology finally approved nationwide eSIM trials for smartphones, all three major carriers started offering eSIM services, officially bringing eSIM use in the world's largest smartphone market. However, the rollout in China is still tightly controlled. To activate an eSIM, users must verify their ID in person at a carrier store. China Unicom allows appointments online but customers are still required to physically verify their IDs.

Apple Leads the Way

Apple was the first to take advantage of the new rules. In October 2025, it launched the iPhone 17 Air, China’s first eSIM-only iPhone. This works in Apple’s favour as it can sell one global model instead of making a special version just for China. However, complying with local regulations means that Chinese iPhones only support domestic eSIMs, while foreign eSIMs continue to remain unavailable. Nevertheless, the new eSIM-only iPhone 17 Air gives Apple a strategic advantage within China's premium market and strengthens its global supply chain by simplifying production.

Chinese companies are now rapidly adjusting:

• Huawei launched the Mate 70 Air, its first phone with support for eSIM in China.
• OPPO and vivo have announced that their future models would feature eSIM. The new vivo X200 series is already listed with eSIM capabilities.
• Xiaomi, HONOR, and Samsung are moving more slowly. Their 2025 and early 2026 phones rely on dual physical SIMs, but future models are expected to switch.

Apple’s success pushed China’s major carriers – China Mobile, China Unicom, and China Telecom – to upgrade their systems to support eSIMs. This drove all smartphone makers to adopt the technology faster. Since eSIMs are built into the device, there is no need for a SIM tray, which frees up space for bigger batteries, larger camera sensors, or better cooling systems. This further improves water and dust resistance and gives manufacturers more design flexibility, enabling them to make slimmer and more durable phones. These devices are also more eco-friendly and easier to produce, as one global model can now be used across multiple regions.

However, for now, eSIM is a premium feature. Most phones that offer eSIM are high-end flagships like iPhones, Samsung Galaxy S models, and Huawei's Mate series. Over time, eSIM technology is expected to expand more rapidly into mid-range and budget smartphones as ecosystem readiness and operator support improve.

Global eSIM Market Shipment Share, 2025-2026

China’s Entry Sparks Global Growth

China’s approval of eSIM smartphones marks a new phase for the country's mobile market. According to Counterpoint Research’s Global eSIM Shipment Model Tracker, eSIM smartphones will account for 37% of total smartphone sales globally in 2025 and are expected to reach 48% in 2026. While Apple's premium leadership drove the shift toward eSIM, Chinese brands are rapidly adopting the technology. Most new phones coming to China from these companies will be both eSIM- and physical SIM-enabled as the brand builds toward a full eSIM future. This will make devices thinner, more durable, and better connected across ecosystems, giving Chinese manufacturers a strong edge in global markets.
In H1 2025, Apple had a 15% share in China's premium (above $600) segment, showing how fast the market is responding to the adoption of eSIMs.