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Hundreds of customers gathered at Apple’s flagship store in Beijing’s Sanlitun district on Friday for the launch of the iPhone 17, signaling a strong start in the world’s second-largest smartphone market. Around 300 people arrived early to pick up pre-ordered devices, with the iPhone 17 Pro Max—priced from 9,999 yuan ($1,406)—emerging as the most sought-after model.
Buyers cited the redesigned look, improved battery life, and premium features as key reasons for upgrading. One customer said he considered the orange variant too flashy but chose the Pro Max for its superior endurance over the lighter Air model.
Apple highlighted enhancements in the base iPhone 17, including a brighter, scratch-resistant display and an upgraded front-facing camera optimized for horizontal selfies. Analysts expect the Pro Max’s redesign to drive replacement demand in China, a market where Apple faces fierce competition from Huawei and Xiaomi amid weak consumer spending.
Despite a 6% drop in shipments in early Q3, research firms forecast a rebound. Omdia projects Apple’s shipments in China will climb 11% in the second half of 2025, supporting a 5% overall annual growth. The iPhone 17 Pro Max is expected to outperform its predecessor, potentially becoming Apple’s best-selling device in China through 2026.
Meanwhile, the iPhone Air stands out as the only model in China supporting eSIM through major carriers, pending regulatory approval. Analysts note that while its slim design could influence future foldable devices, its reduced battery life and downgraded camera and audio may limit sales appeal in China, where performance features matter most.
Industry experts agree that the iPhone 17 series could provide Apple with crucial momentum in regaining market share in China’s competitive smartphone landscape.
