You can change the appearance of the equation numbers by modifying the way the equation counter is displayed as defined in \theequation.
The normal definition of this macro within the subequations environment is \theparentequation \alph{equation}. You can add a conditional to only add the parent equation number if the subequation number is 1.
Note that the equation number is also used for the number displayed in references, therefore this solution requires to manually add a reference to the main equation.
MWE:
\documentclass[12pt]{article}
\usepackage{amsmath}
\begin{document}\setcounter{equation}{10}
\begin{subequations}
\def\theequation{%
\ifnum\value{equation}=1 \theparentequation\fi%
\alph{equation}}%
\label{aismain}
\begin{align}
a = b,\\
a = c,\label{aisc}\\
a = d,\\
a = e.
\end{align}
\end{subequations}
See subequation \ref{aisc} which is actually \ref{aismain}\ref{aisc}.
\end{document}
Result:

This solution is only for a single subequations environment. Using the etoolbox package you can try to hook the redefinition of \theequation to the definition of the subequations environment itself with the \AtBeginEnvironment hook. However, in this case it appears that the hook is a bit too early (i.e., it does not work properly). It does work when you hook to align, however this can lead to issues when you use align outside of a subequations environment.
Code:
\documentclass[12pt]{article}
\usepackage{amsmath}
\usepackage{etoolbox}
\AtBeginEnvironment{align}{%
\def\theequation{%
\ifnum\value{equation}=1 \theparentequation\fi%
\alph{equation}}%
}
\labeland\refto work as usual. I agree that this is unusual. Maybe it will be less so if used a lot. But your point is well taken. – Denis Jun 07 '19 at 10:57