iPhone Air: Vietnamese Critics, Chinese Enthusiasts

While the iPhone Air sold out within minutes of its launch in China, Vietnamese consumers have shown little interest in this ultra-slim iPhone model. Its modest specifications, high price tag, and lack of appeal compared to the Pro Max series have failed to captivate the local market.

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While Chinese consumers eagerly lined up and caused the iPhone Air, the thinnest iPhone in history, to sell out within minutes of its release, the situation in Vietnam is starkly different. The device faces sluggish sales, lukewarm responses, and is even deemed “not worth the money.” This contrasting narrative highlights the differences in consumer habits, product expectations, and market strategies between these two key Asian economies for Apple.

The “Frenzy” in China: Sold Out in 5 Minutes

On October 18, Apple officially launched the iPhone Air in China after a month-long wait for eSIM approval following its global debut. This model, the thinnest ever at just 5.1 mm, supports eSIM, features the A18 chip, an upgraded camera, and improved battery life. Despite lacking major feature breakthroughs, the iPhone Air sparked a genuine frenzy.

Within 5 minutes of online pre-orders opening on Apple’s website and e-commerce platforms like JD.com and Tmall, the entire first batch was gone. Apple Stores in Beijing, Shanghai, and Tianjin saw long lines of consumers queuing up early in the morning. Online delivery times were pushed back by 1-2 weeks due to overwhelming demand. Analysts estimate that hundreds of thousands of units were sold in the initial launch.

iPhone Air on display at a store in China – Photo: Weibo

This success isn’t just about the product; it’s also due to Apple’s meticulous preparation. Just before the launch, CEO Tim Cook made a high-profile visit to China, meeting with Vice Premier He Lifeng and Minister of Commerce Wang Wentao. He also attended events at Tsinghua University and announced a sustainable development fund. These activities generated significant media buzz, making the iPhone Air a trending topic on Chinese social media.

Why Vietnamese Consumers Are “Dismissing” the iPhone Air

In stark contrast to China, Vietnam’s market has shown little enthusiasm for the iPhone Air. Despite its high-quality build and ultra-thin design, sales at retail outlets have fallen short of expectations, forcing Apple to consider cutting production by approximately 1 million units.

The issue lies in Vietnamese consumers’ distinct priorities. In the premium segment, most buyers aren’t looking for the “thinnest and lightest” phone; they want the “most comprehensive” device. Local retailer data shows that the iPhone Pro Max typically accounts for over 60% of annual pre-orders, even reaching 80-85% for the iPhone 16 series. This trend clearly reflects the mindset: if you’re spending a significant amount on an iPhone, you want the most powerful, feature-rich, and status-symbolizing version.

Official iPhone 17 Pro Max in Cosmic Orange launched on September 19 – Photo: Thế Duyệt

From a user experience perspective, the iPhone Air is at a disadvantage. It has only one camera, a significantly thinner battery compared to the Pro series, and performance that, while sufficient, doesn’t offer a substantial edge over standard models. Meanwhile, its official price in Vietnam is around 31.99 million VND, not much cheaper than the higher-end Pro series. With the mindset of “spending a little extra for the top-tier model,” many users easily bypass the iPhone Air in favor of a more powerful device with multiple cameras, longer battery life, and a larger screen.

Another critical factor is the shift in consumer habits. As smartphones become essential tools for work, entertainment, and content creation, criteria like battery capacity, AI performance, camera systems, and video recording capabilities take precedence. The once-prized thin design has become secondary. It’s no coincidence that Samsung discontinued the Galaxy Edge line just six months after its launch due to underwhelming sales, as users prioritized battery life and performance over sleekness.

Samsung’s Edge series rumored to be discontinued shortly after launch – Photo: Bình Minh

When “Ultra-Thin” Is No Longer a Selling Point

The stories of the iPhone Air and Galaxy Edge illustrate a reality: the era of “ultra-thin” as a primary selling point seems to be over. While Chinese consumers are still willing to pay for novelty and uniqueness, Vietnamese users are increasingly pragmatic, demanding more value from their investments.

Apple may have misjudged Vietnamese market priorities by positioning the iPhone Air as a “lightweight premium” option, while consumers here seek a “fully-loaded premium” experience. Without adjustments in marketing strategy, pricing, or product configuration, the iPhone Air may remain a low note in Apple’s iPhone lineup in Vietnam.

iPhone Air doesn’t align with Vietnamese consumer preferences – Photo: Tuấn Lê

The contrast between China and Vietnam shows that the same product can yield vastly different results depending on cultural context, consumer behavior, and the values users seek. For Chinese consumers, the iPhone Air is a “luxurious, unique, and trendy” must-have. For Vietnamese users, it’s an “underwhelming” choice in a fiercely competitive flagship market.

Apple remains a strong brand in Vietnam, but to maintain its edge, the company must recognize that in a market where “bigger is better” still reigns, an ultra-thin iPhone may not be what consumers are looking for.

Readers can refer to the pricing of the new iPhone 17 series: iPhone 17 starting at 24.99 million VND, iPhone Air at 31.99 million VND, iPhone 17 Pro at 34.99 million VND, and iPhone 17 Pro Max starting at 37.99 million VND.

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