Apple’s iPhone 17 series has set a new benchmark in China, surpassing the iPhone 16 series’ pre-order numbers within the first minute of availability. Despite the absence of the highly anticipated iPhone Air due to regulatory hurdles, the launch has demonstrated the brand’s continuing dominance in a competitive market.
Massive First-Minute Sales
Pre-orders on JD.com, one of China’s largest e-commerce platforms, exceeded the entire first-day volume of the iPhone 16 series in just 60 seconds. The iPhone 17 with 256GB storage emerged as the most popular variant among Chinese consumers. High demand even caused temporary website crashes and payment delays on Apple’s official platform.
In-Store Rush and Delivery Delays
Apple stores in Shanghai reported that all in-person pickup slots for the iPhone 17 Pro Max were fully booked within 20 minutes. Customers in Guangzhou now face delivery delays extending to October 15, indicating unprecedented demand for the new series.
Strong Brand Loyalty
The record-breaking performance highlights Apple’s enduring brand strength, even as domestic competitors like Huawei and Xiaomi ramp up their offerings. Huawei recently launched its second-generation trifold smartphone, while Xiaomi moved up its Xiaomi 16 launch to late September. Analysts attribute Apple’s success to careful segmentation of the product lineup, ensuring each model appeals to different consumer needs.
Regulatory Challenges for iPhone Air
The iPhone Air pre-orders in China have been postponed due to regulatory approval issues linked to its eSIM-only design. Approval from Chinese authorities and support from the three state-owned telecom operators—China Mobile, China Unicom, and China Telecom—is required before sales can begin.
Global Outlook
Industry research by TrendForce projects that global iPhone 17 shipments will exceed the iPhone 16 series by 3.5 percent, with Pro models expected to remain the main sales drivers.
Apple’s latest record-setting launch confirms its continued appeal in China and signals strong performance ahead for the iPhone 17 lineup worldwide.
