Overview

• Apple’s iPhone Air ships globally without a physical SIM tray, making it the first iPhone line sold exclusively with embedded eSIM.
• Carriers warn that on‑device plan selection could let Apple or Google control which tariffs are displayed and purchased during onboarding.
• Orange executives say talks with manufacturers are underway to avoid preferential placement of certain offers on devices.
• BT alerted UK competition authorities in January about risks from potential exclusive arrangements, and Virgin Media O2 voiced similar concerns.
• Analysts cite roughly 10% eSIM use in Europe today and forecast about 75% of smartphones using eSIM by 2030, prompting operators to build their own eSIM products and push for clear competition rules.