A subscription transfer method, apparatus, and system are provided. The method includes receiving a subscription transfer request message sent by a first user equipment (UE) or a second UE, where the first UE is a target UE to which an embedded universal integrated circuit card (eUICC) subscription is transferred, and the second UE is a source UE from which the eUICC subscription is transferred; and transferring the eUICC subscription from the second UE to the first UE according to the subscription transfer request message, so that the first UE accesses an operator network according to transferred eUICC subscription data. The technical solution of the present invention can implement transfer of an eUICC subscription between UEs that use an eUICC, making it more flexible and convenient for a user to change a UE.