Chinese pre-orders for Apple’s iPhone 17 break records amid strong demand
News Summary
Apple’s new iPhone 17 series has seen an exceptionally strong start to pre-orders in China, breaking all previous records, despite the iPhone Air model being delayed due to eSIM regulatory issues. According to JD.com, one of China’s largest online platforms, sales in the first minute of pre-orders surpassed the entire first-day pre-order volume of last year’s iPhone 16 series, with the standard 256GB iPhone 17 proving most popular. The iPhone Air’s release was postponed as Apple works with Chinese authorities to resolve regulatory issues concerning its embedded eSIM. Amid overwhelming demand for the iPhone 17 series, customers reported difficulties accessing Apple’s official pre-order page. One customer, who successfully secured a handset, noted the payment process took five minutes. In Shanghai, all time slots for in-person pickup of the iPhone 17 Pro Max on launch day were fully booked within 20 minutes. As of Saturday morning, customers in Guangzhou ordering any iPhone 17 variant faced a waiting period extending to October 15 for delivery.
Background
China is the world's largest smartphone market and a critical revenue source for Apple. Consumer demand for iPhone products in China is therefore closely watched. Apple navigates intense competition from local brands and a complex operating environment influenced by US-China geopolitical and trade tensions, which can impact its supply chain and market strategy. In 2025, under the incumbent US President Donald J. Trump, US-China relations continue to present uncertainties, with friction in technology and trade potentially posing challenges for American tech companies operating in China. Apple's innovation capabilities and deep integration within the Chinese supply chain allow it to leverage the vast consumer base while managing these challenges.
In-Depth AI Insights
Does this record-breaking demand signal resilience in China's high-end consumer market and Apple's unique position amidst complex geopolitical landscapes? - Yes, the latest data suggests strong sustained demand for Apple products among high-end Chinese consumers. This could indicate that higher-income demographics are less affected by economic fluctuations, or that there's a 'flight to quality' consumer behavior, where buyers opt for international brands perceived as high-quality and value-preserving during uncertain times. - Apple's robust brand loyalty and product ecosystem allow it to partially withstand calls for domestic brand support or geopolitical headwinds. This may imply that demand for specific premium tech products transcends nationalistic sentiments, offering investors a relatively stable growth signal. The delay of iPhone Air due to eSIM regulations, what strategic challenges does this reveal for Apple in the Chinese market? How might this impact its future product launches and localization strategy? - The eSIM regulatory delay highlights the complex regulatory environment Apple faces in China, particularly regarding potential sensitivities around data sovereignty and national security. This underscores Chinese authorities' determination to promote local tech standards and control critical digital infrastructure. - Such delays may force Apple to be more cautious in future product design and feature introductions, requiring earlier and deeper engagement with Chinese regulators, potentially even leading to the development of customized hardware or software versions for the Chinese market. This poses an ongoing challenge to Apple's globally unified product launch strategy. Given such robust demand, what are the longer-term implications for Apple's pricing power and supply chain management in China? - Sustained high demand reinforces Apple's pricing power in the Chinese market, allowing it to maintain its premium positioning and profit margins even when facing rising costs or increased competition. This is a positive signal for its profitability. - Conversely, such massive demand could intensify Apple's reliance on Chinese manufacturing and supply chain partners, especially for critical components and assembly. This might, to some extent, increase supply chain risks, particularly in the context of ongoing US-China trade tensions.