On September 20, Apple’s iPhone 17 officially hit store shelves worldwide, drawing long lines of eager customers from Beijing to London. Yet behind the excitement, Apple faces mounting pressure from Chinese rivals and lingering doubts over its artificial intelligence (AI) strategy.
This year’s lineup includes the iPhone 17 Pro, iPhone 17 Pro Max, and the slimmer iPhone Air, alongside updated Apple Watch and AirPods models. While U.S. customers had been able to preorder since September 12, the global rollout is a key test of Apple’s appeal in competitive overseas markets.
In Beijing, hundreds queued overnight at Apple’s Sanlitun flagship store to grab the iPhone 17 Pro Max. Many said they were attracted to the refreshed design, new colors, and improved heat dissipation. Some customers even revealed they had switched from Huawei or Xiaomi in recent years, signaling Apple’s continuing pull among younger consumers.
Despite this loyalty, Apple’s share in China has slipped to around 10%, trailing behind Huawei, Oppo, and Xiaomi, according to Omdia. Still, early sales data showed strong momentum: JD.com reported that the first minute of iPhone 17 preorders surpassed the entire first-day volume of last year’s iPhone 16 series, while trade-in sales were four times higher year-on-year.
In Singapore, Apple’s Marina Bay outlet saw long queues of young professionals eager to buy the iPhone 17 Pro. Many cited the upgraded camera, longer battery life, and modern design as reasons to stick with the Apple ecosystem. AirPods Pro 3, featuring real-time translation, also proved a major draw.
In London, lines stretched longer than those seen at last year’s iPhone 16 launch, with customers showing stronger interest in premium Pro and Pro Max models. Regular Apple buyers said they valued the brand’s tradition of offering new features each year, making upgrades a ritual.
While the iPhone 17’s early success boosts confidence, Apple still faces questions about its AI strategy. Analysts argue the company “dropped the ball” in 2023 after overpromising and underdelivering on artificial intelligence features.
Ben Wood, chief analyst at CCS Insight, told CNBC: “There’s no question Apple needs to deliver on AI. The company has to catch up, but it still has runway to adapt in the short term.”
Initial sales momentum suggests the iPhone 17 could help Apple regain ground in key global markets, especially in China where rivals continue to gain share. However, to reassure investors and maintain its edge, Apple must not only win on hardware design but also prove its relevance in the fast-evolving AI race.
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