What is the one-tap install button on my order page?

It is Apple’s own eSIM install link. Tapped on an iPhone running iOS 17.4 or later, it hands the plan straight to iOS, which then walks you through adding the line.

Tap it on the iPhone that will use the plan. On an older iPhone, on Android, or on a computer it does nothing.

Everyone else uses the QR code or the manual details on the same page. All three install the same eSIM.