Apple did not expect the iPhone 17 to be its breakout hit this year, but strong pre-orders have forced the company to boost production significantly. According to The Information, Apple asked two suppliers to increase daily iPhone 17 output by up to 40% following higher-than-expected demand during launch week.
The $799 iPhone 17 is proving to be more attractive to buyers than anticipated, especially when compared to the $999 iPhone Air and the $1,099 iPhone 17 Pro. With Pro-level features like a 120Hz ProMotion display, Always-On technology, and the same 6.3-inch size as the Pro, the standard iPhone now offers many of the features that once justified a higher price. For consumers weighing value against performance, the iPhone 17 has become the clear winner.
Apple originally allocated 25% of total production to the standard model, reserving 65% for the Pro and Pro Max and 10% for the new Air. The revised orders now suggest that iPhone 17 demand has outpaced expectations, while the Pro models may not be selling as strongly as usual. This could have consequences for Apple’s margins, since higher-end devices typically generate more profit per unit.
In markets like China, where the iPhone Air is not yet available due to its eSIM-only design, more customers appear to be turning to the iPhone 17 as their default choice. Apple has long experimented with finding a fourth iPhone model that resonates, moving from the smaller “mini” to the larger “Plus” before introducing this year’s ultra-thin Air. So far, however, the standard iPhone 17 seems to be capturing the most attention.
Suppliers in Taiwan have confirmed that shipment schedules have firmed up, with analysts forecasting iPhone 17 shipments could climb as much as 20% year-over-year. The A19 chip, an upgraded camera system, and longer battery life are key draws alongside the lower entry price. With Apple’s annual September launch serving as a bellwether for the smartphone industry, stronger demand for the iPhone 17 is already boosting upstream suppliers across components such as PCBs, camera modules, and displays.
Apple revises its production targets every year to reflect real-world demand, so shifts this early are not unusual. Still, the fact that Apple is ramping iPhone 17 production so aggressively highlights how consumer preference is leaning toward affordability, even as the company continues to push its premium Pro lineup. The next few weeks will show whether the iPhone 17 can sustain this momentum or if buyers eventually gravitate back toward the Pro models as availability improves.
(via The Information)
