Apple’s new iPhone 17 launch attracted large crowds in Beijing on Friday, with around 300 customers lining up outside the flagship Sanlitun store to collect pre-ordered devices. The turnout suggests a promising start for Apple in China, its second-largest market, where it has faced declining shipments and fierce competition from local rivals Xiaomi and Huawei.
Among those queuing, 35-year-old Shuke Wang picked up the iPhone 17 Pro Max, which starts at 9,999 yuan ($1,406) and is expected by analysts to be the top-selling model of the series. Wang praised the redesign but noted the orange version looked “too flashy.” Apple highlights the Pro Max’s extended battery life as a key feature.
The base iPhone 17 offers a brighter, more scratch-resistant screen and an upgraded front-facing camera optimized for horizontal selfies. Meanwhile, the iPhone Air model introduces support for eSIM in China—pending regulatory approval from the country’s telecom giants—though Apple has not opened pre-sales for it. Analysts view the Air as a testing ground for slim designs that may eventually feed into foldable iPhones, though compromises in battery, camera, and audio quality could dampen its appeal among Chinese consumers.
Apple’s shipments in China fell 6% year-on-year in Q3, according to Counterpoint Research, but analysts predict a rebound. Omdia expects iPhone shipments in China to climb 11% in the second half of 2025, helping Apple to a 5% global full-year growth. The Pro Max model, driven by its major redesign, is projected to outperform last year’s 16 Pro Max and dominate Apple’s sales in China by 2026.