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Apple asks suppliers to ramp up iPhone 17 production after strong demand

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Apple has instructed suppliers to increase production of the entry-level iPhone 17 by at least 30%, after stronger-than-expected pre-orders last weekend, according to The Information. The move indicates that more consumers are opting for the $799 standard model over the premium Pro versions, which start at $1,099.

Apple reportedly asked Luxshare Precision, one of its two main Chinese assemblers alongside Foxconn, to boost daily output of the iPhone 17 by about 40%. The company has not commented on the report.

The surge in demand for the lower-cost iPhone comes as Apple seeks to revive growth in its flagship product line. The new lineup includes the thinner iPhone Air, part of Apple’s effort to lure buyers in a sluggish upgrade cycle. Notably, the iPhone 17 incorporates screen and camera upgrades once exclusive to the Pro models, narrowing the performance gap with higher-priced versions.

Analysts say the trend highlights growing price sensitivity among consumers, particularly in China and other key markets. While strong sales of the entry model may help Apple protect its market share, they could also pressure profit margins, as buyers shift away from Apple’s traditionally higher-margin Pro devices.

Apple’s iPhone 17 launch draws long queues in Beijing, Pro Max tipped as bestseller

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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.

Apple’s iPhone Event May Lack Spark, but Rumored Slim ‘iPhone Air’ Could Drive Upgrades

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Apple is set to unveil its latest iPhone lineup on Tuesday, but analysts warn the launch could feel underwhelming compared with rivals’ rapid AI integration. The highlight may be the rumored “iPhone Air”, a slimmer model designed to echo the sleekness of Apple’s MacBook Air.

The thinner device would require Apple to solve battery and camera design challenges while fitting into a price band between the base iPhone 17 and Pro models. Analysts say this new form factor could entice iPhone 14–16 users to upgrade, offering Apple its first meaningful design shift in years.

Some see the “Air” as a stepping stone toward foldable iPhones and a more advanced Siri, though foldables are not expected until next year. Competitors like Samsung and Google already have folding models, but they remain a niche category at less than 2% of global sales. Apple faces added pressure in China, where foldables are popular and its market share has slipped.

Pricing remains a sensitive issue amid Trump’s tariff policies. Apple may quietly push margins higher through storage-based price increases, avoiding direct price hikes that could trigger political backlash, analysts say.

On the AI front, Apple has lagged rivals. Plans to revamp Siri were delayed by engineering hurdles, forcing the company to lean on OpenAI’s ChatGPT integration. Apple is also in early talks to use Google’s Gemini AI to strengthen Siri. Analysts expect the company to tout the AI processing power of its next-gen Apple Silicon chips, paving the way for an “agentic Siri” that can handle tasks in the background without draining device batteries.

While Apple’s customer base remains loyal, experts warn the company now has months, not years, to prove it can match competitors in AI and form-factor innovation. “By this time next year, if Siri still disappoints and the foldable isn’t out, Apple’s content base could erode,” said Bob O’Donnell of TECHnalysis Research.