10月13日晚，苹果公司CEO库克突然出现在Apple Store旗舰店抖音直播间，与中国网友打招呼，并和其他员工一起完成了他面向中国消费者的首场直播带货。
直播截图
随后，“库克来抖音直播了” 迅速登上热搜榜。
库克还在直播中宣布：iPhone Air 将于下周在中国正式发售，本周五（10 月 17 日）开始接受预订。他随后拿出一台 iPhone Air 进行展示，并对网友表示，“非常轻，好像能飞走”。
iPhone Air国行版最终定价为：256GB版本7999元；512GB版本9999元；1TB版本11999元，这一价格定位介于iPhone 17和iPhone 17 Pro系列之间。
作为苹果首款仅支持eSIM的机型，iPhone Air在中国大陆依赖中国移动、中国电信和中国联通提供eSIM服务。苹果强调，用户需联系运营商确认eSIM开通时间与细则。这一设计不仅为实现极致轻薄，也被视为推动eSIM普及的关键一步。
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