Apple’s latest release has sparked unprecedented excitement in China, with iPhone 17 pre-orders breaking records within minutes of opening. Shoppers rushed to secure the new device, overwhelming online platforms and leaving many customers facing long waiting times. Despite regulatory delays for one model, demand underscored Apple’s firm grip on the premium smartphone market.
Surge in First-Minute Sales
Pre-orders opened at 8 p.m. Friday local time on JD.com, one of China’s largest e-commerce platforms. Within the first minute, orders surpassed the entire first-day volume of the iPhone 16 series last year, according to JD.com.
The standard iPhone 17 with 256GB of storage quickly emerged as the most sought-after option. Analysts said the surge reflected both brand loyalty and anticipation for the new lineup’s features.
iPhone Air Faces Delay
While the core lineup surged ahead, the iPhone Air — the thinnest model Apple has ever produced — did not make it into initial pre-orders. Its launch has been postponed as Apple negotiates with Chinese regulators over the embedded SIM technology.
Industry watchers noted that the delay did little to dampen overall demand, with customers instead shifting their focus to other models.
Technical Glitches During Pre-Orders
Overwhelming demand strained Apple’s own systems. Some buyers reported difficulty accessing the pre-order page on Apple’s website. Others complained about long processing times.
One customer who secured a device for the September 19 launch said it took five minutes for payment to go through. In Shanghai, all in-store pickup slots for the iPhone 17 Pro Max were filled within 20 minutes of pre-orders opening.
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Waiting Period Extends into October
By Saturday morning, Apple’s website showed significant delays in delivery. In Guangzhou, buyers faced wait times stretching to October 15 for any variant of the iPhone 17 series.
Analysts said the waiting period was a clear signal of supply struggling to keep up with consumer appetite, a dynamic Apple has managed repeatedly in past launches.
Apple’s Competitive Advantage
Despite strong competition from Huawei and other domestic brands, Apple continues to dominate China’s premium smartphone segment. Experts attribute this success to the company’s product segmentation strategy.
“Apple has astutely segmented its product line-up, ensuring each model appeals to distinct user needs,” explained Nabila Popal, senior research director at IDC. She added that the lineup collectively drives a “robust wave of new purchases.”
Resilient Brand Loyalty
Apple’s popularity in China has endured despite rising nationalist sentiment and aggressive competition from local manufacturers. The brand’s focus on design, innovation, and customer experience has kept buyers loyal, particularly in urban centers.
The record-breaking sales show that Apple retains cultural and technological influence, even as rivals roll out advanced features and competitive pricing.
Global Shipment Projections
Earlier this month, consultancy TrendForce projected global shipments of the iPhone 17 series to be 3.5 percent higher than those of the iPhone 16 lineup. The Pro models, equipped with cutting-edge camera and performance upgrades, are expected to remain the primary sales driver.
This forecast suggests that Apple’s strategy of balancing innovation with market segmentation could translate into higher global revenues in 2025.
Broader Market Dynamics
The smartphone market in China has faced turbulence in recent years, with overall demand slowing. However, premium devices remain resilient. Apple’s ability to spark frenzied pre-order activity demonstrates its positioning as a status symbol in the region.
Analysts believe that even delays to specific models will have little long-term effect. Instead, Apple’s challenge lies in maintaining supply to meet short-term demand.
Consumer Reactions
Reactions on Chinese social media highlighted both excitement and frustration. Some customers celebrated securing early delivery slots, while others expressed disappointment at extended wait times.
For many, owning the latest iPhone remains not just a technological upgrade but also a marker of social prestige. The rapid sellouts reinforced the perception of scarcity and desirability.
What Comes Next
With the iPhone 17 set for its official launch on September 19, attention will now turn to how Apple manages supply in the coming weeks. Regulatory approvals for the iPhone Air remain pending, but anticipation for the slim model could further drive sales once it becomes available.
The company’s performance in China, one of its largest markets, will likely set the tone for its global results. For now, the unprecedented demand signals that Apple’s formula of innovation, design, and segmentation continues to resonate strongly.
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