Apple’s iPhone 17 series is off to a record-breaking start in China, with pre-order demand surpassing last year’s iPhone 16 launch. The strong performance comes even as the iPhone Air faces delays in the region due to regulatory issues over eSIM approval.
According to a report from the South China Morning Post, sales on JD.com exceeded the entire first-day pre-order volume of the iPhone 16 within just one minute of going live. The 256GB standard iPhone 17 quickly emerged as the most popular option among Chinese buyers. Customers also reported technical difficulties on Apple’s website due to the surge in demand, with some waiting several minutes just to complete payment. Pickup slots for the iPhone 17 Pro Max in Shanghai sold out in just 20 minutes, while new orders in Guangzhou now face delivery dates stretching into mid-October.
The absence of the iPhone Air has not slowed momentum for Apple’s new lineup. Analysts note that the iPhone 17 series has been designed to appeal to distinct user needs, with each model strategically positioned to capture different segments of the market. According to IDC, this segmentation is expected to fuel a strong upgrade wave in China and other regions. TrendForce forecasts global shipments of the iPhone 17 family will be about 3.5% higher than the iPhone 16 series, with Pro models leading sales. Once cleared for release, the iPhone Air is expected to drive even more volume, replacing last year’s Plus model and potentially accounting for 5 to 7% of global shipments.
Still, Apple faces a competitive landscape in China. Huawei, now resurgent in the premium smartphone market, recently launched a second-generation trifold device, while Xiaomi moved up the release of its Xiaomi 16 to September in order to capitalize on the buzz around Apple’s launch. Analysts caution that weaker consumer spending and incremental upgrades in the iPhone 17 could pose headwinds for Apple later in 2025.
Despite those challenges, early pre-order numbers highlight Apple’s enduring brand loyalty in China. The company’s ability to capture consumer interest at scale, even without the iPhone Air, shows that the iPhone 17 series is resonating strongly with buyers who continue to see Apple as the premium choice in a crowded market.
