Until September 2025, just one of Apple’s models was eSIM-only. 2022’s iPhone 14 launched without a SIM card tray in the US, at the time sparking conversations about the future of eSIM. It was assumed that the rest of the world would catch up fast, and the next launch would bring eSIM to the global population.

However, it took some time for Apple to brave the leap. Even now, with the iPhone 17, eSIM-only models are limited to several countries and territories across North America, the Middle East and Asia-Pacific. Its new model, however, finally buries the SIM card in Europe. The iPhone 17 Air — the thinnest handset to date — is eSIM only in every country.

Apple isn’t alone. The recently launched Google Pixel 10 also ditched the SIM card in August 2025, further poising the industry for an eSIM-only future.

Barriers to adoption

eSIM has been around for a decade, present across both consumer and enterprise use cases. When the technology came about, initial forecasts expected its uptake to boom. In reality though, growth has been sluggish. According to the GSMA, eSIM adoption in the smartphone market stood at just three per cent of connections globally in 2024. Almost half of eSIM users were based in the US, spurred on by Apple’s previous eSIM-only iPhones available in the country.

The limited ability of eSIM ready smartphones has certainly impacted the rate of adoption versus initial ambition. While the tide could finally be turning on this issue, there are other factors at play that the industry must explore if eSIM is to truly reach the peak of its potential.

For carriers, eSIM isn’t just a technical adjustment but a complete business model reset. In a world without physical SIM cards, switching networks is frictionless and loyalty no longer comes from being locked into a contract but from the quality of digital experiences, the ease of onboarding and the value-added services that can be wrapped around connectivity.

And that change doesn’t happen overnight. As well as shifting how consumers interact with brands and buy digital products, supporting eSIM also requires updating backend systems, provisioning processes and customer support. These are investments some carriers were reluctant to make until device availability demanded it.

In some regions, regulatory frameworks and business models built around prepaid SIMs further slowed rollout. Turkey banned the use of eSIMs in mobile devices in July 2025, citing limited regulatory oversight as a cause of national security concerns. Other markets such as India, China and the United Arab Emirates have imposed rules tied to data sovereignty, infrastructure obligations and the safeguarding of telecom revenues. While these policies stop short of banning eSIM outright, they create a patchwork of requirements that makes smooth adoption much more difficult for consumers.

Jumping the hurdles

So, could Apple’s iPhone 17 help eSIM climb the hurdles it’s faced for over a decade? With manufacturers demonstrating their seriousness towards an eSIM future, it feels inevitable that other players across the market will take heed.

We can expect to see more of a mindset shift over the next couple of years. Carriers must start thinking less like traditional utilities and more like digital brands. Instant activation, seamless app-based account management, self-service options and effortless roaming will all become expectations. Even methods such as provisioning via QR code are beginning to feel old-school for today’s digital-first consumers.

Success will come to those who embrace partnerships, bundle lifestyle services with connectivity, offer personalisation and treat eSIM not as a threat to legacy revenue streams but as a launchpad for new opportunities.

While many expected the iPhone 17 to completely commit to an eSIM-only future, its move with the Air model paints a clear picture. After a decade of dreaming, the SIM card’s time could finally be up. We can expect a trickle effect as carriers accelerate their timelines, governments revisit regulations and consumers begin to appreciate the simplicity of an eSIM-first experience. The momentum has shifted irreversibly — what was once a slow-burning innovation is now the industry’s defining transition.

Mobilise can help businesses leave the physical SIM card behind and launch a fully branded eSIM app in just twelve weeks. Learn more about its White Label eSIM App over on the website.