BEIJING: Hundreds of people lined up outside Apple’s flagship Beijing store on Friday for the launch of the new iPhone 17 series. The turnout signaled a strong start for the tech giant in the world’s second-largest economy.
Around 300 customers gathered at the downtown Sanlitun Beijing store to collect devices pre-ordered online. Among them was 35-year-old Shuke Wang, who purchased the Pro Max model, priced from 9,999 yuan ($1,406) in China. Analysts expect this variant to be the best-seller of the new lineup.
Wang said he was impressed with the redesign and longer battery life of the Pro Max. “The orange one looks good but is too flashy,” he noted, adding that the Air model was appealing but less practical.
Apple highlighted several upgrades in the base iPhone 17, including a brighter, scratch-resistant display and an improved front-facing camera for better horizontal selfies.
Industry analysts believe the iPhone 17 series could provide Apple with a vital boost in China, where competition from Huawei and Xiaomi has pressured its market share. Counterpoint Research reported that Apple’s shipments in China fell 6% in the first eight weeks of the third quarter.
Chiew Le Xuan, senior analyst at Omdia, forecast iPhone shipments in China could rise 11% year-on-year in the second half of 2025. The growth would contribute to an overall 5% increase in Apple’s full-year sales.
The iPhone 17 Pro Max is widely expected to outperform the previous generation, driven by its new design. Analysts say design changes have historically encouraged replacement demand in China, making this model Apple’s likely top performer in 2026.
Meanwhile, the iPhone Air will be the only version in China to support eSIM, subject to regulatory approvals. However, experts believe the slimmer design may not drive major sales, as it sacrifices battery life and camera performance.
Despite these trade-offs, the excitement at Apple’s Beijing store reflects strong consumer interest and suggests the company could see momentum heading into year-end.
In other news read more about: Apple iPhone 17 Air: Slimmest iPhone Yet?
