Apple’s iPhone 17 launch in Beijing on Friday saw hundreds of people line up outside its flagship Sanlitun store, signalling early demand in China at a time when the company is under pressure from rivals.
About 300 customers arrived in the morning to collect pre-ordered devices, marking a crucial moment for Apple as it attempts to revive sales in the world’s second-largest economy.
The Pro Max, priced at 9,999 yuan ($1,406), was highlighted by analysts as the most popular model, with many buyers citing its longer battery life as a key feature.
iPhone 17 Pro Max leads early demand in China
According to a Reuters report, the iPhone 17 Pro Max is expected to dominate the series in China with its redesigned body acting as a major driver of replacement demand.
Historical trends show that redesigns often stimulate sales, and research firm Omdia projects the Pro Max to outperform its predecessor, the 16 Pro Max. The model could become Apple’s strongest performer in the Chinese market in 2026.
The iPhone 17 base model features a brighter, more scratch-resistant display, alongside an improved front-facing camera designed to enhance horizontal selfies.
Apple has not released pre-order figures, but analysts believe the new series could provide the company with a significant lift in the final months of the year.
Market pressure from Huawei and Xiaomi
Apple’s performance in China has been challenged in 2024 by domestic competitors Huawei and Xiaomi, alongside weak consumer demand.
In the first eight weeks of the third quarter, Apple’s shipments fell by 6%. Despite this decline, Omdia forecasts iPhone shipments in China to rise 11% year-on-year in the second half of 2024, driving 5% full-year growth in 2025.
Analysts at Omdia noted that Apple’s latest design changes would be a key factor in reversing the negative shipment trend.
The company hopes that the iPhone 17 series will give it renewed momentum in the region, as it battles with local smartphone makers for market share.
iPhone Air brings eSIM but faces limits
Apple also introduced the iPhone Air to the Chinese market, the only model in the country to support eSIM technology with operators such as China Mobile, China Telecom, and China Unicom.
However, pre-sales for the Air have not been opened, and Apple confirmed that eSIM availability will depend on regulatory approval.
Analysts see the Air as a testing ground for thinner, lighter technology that could pave the way for future foldable iPhones.
Will Wong of IDC said that while the Air introduces new design concepts, Apple compromised on aspects such as battery life, camera performance, and audio quality, features that Chinese buyers typically value highly. This could restrict its sales potential compared to the Pro Max.
Apple targets recovery in shipments
Despite the early enthusiasm at the Sanlitun store, Apple faces the wider challenge of sustaining momentum in China. The company’s market share has slipped in 2024, yet projections suggest the iPhone 17 could contribute to a rebound.
The Pro Max’s higher-end appeal, coupled with the brand’s loyal customer base, places it at the centre of Apple’s recovery efforts.
Analysts expect Apple’s shipments in China to rebound in the coming quarters, driven by the success of the iPhone 17 series.
With the holiday season approaching, the company is aiming to stabilise its position against local competition and capture consumer interest with its redesigned flagship models.
The post iPhone 17 sparks strong demand in China: Pro Max popularity boosts Apple’s recovery hopes appeared first on Invezz