Apple's iPhone 17 Launch Draws Hundreds In Long Queue At Beijing Store

Hundreds gathered at Apple's flagship Beijing store on Friday for the highly anticipated iPhone 17 launch, signaling a promising start for the new series in China's crucial market.

Among approximately 300 morning visitors at the downtown Sanlitun location was 35-year-old Shuke Wang, who purchased the Pro Max model. Starting at 9,999 yuan ($1,406) in China, analysts predict this version will become the bestseller in the iPhone 17 lineup.

"I'm really impressed with the 17 series redesign. The orange option looks great but too flashy for me. While the Air model is attractive, I chose the Pro Max for its superior battery performance," Wang explained.

Photo Credit: REUTERS

Apple has highlighted that the standard iPhone 17 features a brighter display with enhanced scratch resistance, along with an improved front-facing camera that optimizes horizontal selfies.

Industry analysts suggest the iPhone 17 series could provide Apple with a vital year-end boost in Chinese market share and shipments, areas where the company has faced mounting pressure from competitors like Xiaomi and Huawei amid sluggish consumer spending.

While Apple maintains its policy of not revealing pre-order numbers, Counterpoint Research recently reported that Apple's shipments declined by 6% during the first eight weeks of Q3.

Senior analyst Chiew Le Xuan from Omdia forecasts iPhone shipments in China will increase by 11% year-over-year in the second half, driven by the new series, contributing to a 5% overall growth for Apple in 2025.

"We expect the iPhone 17 Pro Max to outperform its predecessor due to its major redesign—historically a strong driver for replacement purchases in China," Chiew noted. "It will likely emerge as Apple's top-performing model in the Chinese market in 2026."

The iPhone Air will be the only model in China supporting e-SIM technology through local telecom operators. However, Apple hasn't yet opened pre-orders for the Air in China, noting that e-SIM availability through China Mobile, China Telecom, and China Unicom remains subject to regulatory approval.

Will Wong, senior smartphone analyst at IDC, suggests: "The iPhone Air could serve as a testing ground for thin-and-light technology potentially applicable to a future foldable iPhone."

Wong added that the Air likely won't significantly boost sales, as Apple sacrificed battery life, camera quality, and audio performance—features highly valued by Chinese consumers—to achieve its slimmer profile.