On a bustling morning at Apple’s store in downtown Sanlitun, approximately 300 eager customers gathered to pick up their pre-ordered iPhones. Among them was Shuke Wang, a 35-year-old who opted for the iPhone 17 Pro Max, which starts at a price of 9,999 yuan (approximately $1,406) in China. Analysts have predicted that the Pro Max will emerge as the best-selling model in the new iPhone 17 series.
Wang expressed his admiration for the redesign of the iPhone 17 series, particularly noting the appeal of the orange color option, albeit considering it a bit too flashy. He also mentioned the allure of the iPhone Air model but emphasized that the Pro Max offers superior battery life, a crucial factor for many consumers.
Apple has introduced several enhancements with the iPhone 17 series. The base model features a brighter, more scratch-resistant screen and an improved front-facing camera, designed to enhance horizontal selfies. However, Apple traditionally refrains from disclosing exact pre-order figures, leaving the market to speculate on initial demand.
Recent data from Counterpoint Research revealed a 6% decrease in Apple’s shipments during the first eight weeks of the third quarter. However, Chiew Le Xuan, a senior analyst at Omdia, predicts an 11% increase in iPhone shipments in China year-over-year for the second half of the year, largely fueled by the new series. This growth is expected to contribute to a 5% increase in Apple’s total revenue for 2025.
According to Le Xuan, the iPhone 17 Pro Max is anticipated to outshine its predecessor, the 16 Pro Max, thanks to its significant redesign. Historically, such redesigns have spurred replacement demand among Chinese consumers, suggesting that the Pro Max could become Apple’s top-performing model in the Chinese market by 2026.
In the context of Apple's evolving product line, Will Wong, a senior smartphone analyst at IDC, posits that the iPhone Air may serve as a testing ground for innovative thin-and-light technology, potentially paving the way for a future foldable iPhone. However, Wong cautions that the Air is unlikely to provide a significant sales boost, as it sacrifices battery life and the quality of camera and audio—elements that are highly valued by Chinese consumers—in pursuit of a sleeker design.
Overall, the launch of the iPhone 17 series marks a critical moment for Apple in the Chinese market, as it seeks to rejuvenate interest and drive sales amidst shifting consumer preferences.
(Note: The currency exchange rate is approximately $1 = 7.1138 Chinese yuan renminbi.)
This report was prepared by Che Pan and Brenda Goh, with editing by Sonali Paul. Brenda Goh serves as Reuters’ Shanghai bureau chief, overseeing corporate coverage in China. She has been with Reuters since 2010, reporting from over a dozen countries.
