Tech Desk 
Sep 19, 2025
Hundreds of Apple enthusiasts lined up outside the company's flagship store in Beijing, China, on Friday for the launch of the iPhone 17 series, indicating a solid start to sales in the world's second-largest economy.
About 300 customers arrived at the store in Sanlitun to pick up their pre-ordered phones, many of which were iPhone 17 Pro Max models, which start at 9,999 yuan ($1,406) in China. Reports suggest that the Pro Max will be the top seller of the lineup.
Apple said the basic model, the iPhone 17, now has a brighter, more scratch-resistant screen and an upgraded front-facing camera, which was designed to enhance horizontal selfies.
Reportedly, the iPhone 17 will help Apple regain some market share in China, after its shipments fell 6% for the first eight weeks of Q3 2025 due to competition from Xiaomi and Huawei. Omdia Senior Analyst Chiew Le Xuan predicts that iPhone shipments will grow 11% year-on-year in the second half of the year, contributing to 5% growth for the year overall.
Analysts also expect the iPhone 17 Pro Max will outperform its predecessor due to its major redesign, which has always been historically a key driver for upgrades in China.
Meanwhile, the iPhone Air will be the only model supporting eSIM in China, but pre-orders have not yet opened as Apple awaits regulatory approval.
