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Record-breaking preorders fuel optimism for Apple in China
Apple's iPhone 17 series has kicked off with unexpectedly strong momentum in China, with preorder volumes eclipsing previous launches and signaling a renewed appetite in one of the world's most competitive smartphone markets. Major retailer JD.com reported that sales in the first minute of preorders already surpassed the entire first-day preorder total for the iPhone 16 lineup, with the 256GB iPhone 17 configuration emerging as the top seller.
High demand, tight availability
Demand was so intense that some customers experienced payment delays on Apple's own site; one buyer reported a five-minute payment processing time. In Shanghai, all available in-store pickup slots for the iPhone 17 Pro Max sold out within 20 minutes of release, and as of Saturday shoppers in Guangzhou faced waits until October 15 for certain iPhone 17 models.
Product features and configurations
The iPhone 17 family emphasizes refined hardware and software integration: faster processors, camera improvements, and new storage tiers — with the 256GB model proving especially popular. The Pro Max continues to target power users with advanced camera sensors and larger displays, while standard models aim at mainstream buyers seeking a balance of performance and price.
Comparisons and advantages
Compared with last year’s iPhone 16 series, the 17 lineup benefits from clearer product segmentation and targeted feature sets that appeal to distinct user groups. Analysts, including IDC's Nabila Popal, say Apple has successfully aligned each model to specific needs — from prosumers demanding top-tier photography and battery life to everyday users prioritizing storage and price.
Use cases and buyer profiles
For creators and mobile professionals, the Pro Max delivers superior imaging and screen real estate for content work. The standard iPhone 17 models cater to social media users and mobile gamers who want upgraded processors and larger storage, while the soon-to-be-available iPhone Air is positioned as a lightweight, eSIM-only option for digital-first consumers.
Market relevance and the eSIM hurdle
Apple’s success comes despite a notable caveat: China is only receiving three flagship models this cycle because the eSIM-only iPhone Air is still awaiting regulatory approval from the Ministry of Industry and Information Technology (MIIT). Apple is reportedly coordinating with regulators, and China’s three state-owned carriers have indicated support for the eSIM-only Air model contingent on that approval. Even without the Air, the surge in preorders — across Apple Stores and ecommerce partners like JD.com — is a strong signal of Apple’s regained traction in a once-turbulent market.
Overall, the iPhone 17 preorder performance in China highlights the ongoing importance of local market strategy, regulatory navigation, and product segmentation in driving smartphone sales and maintaining competitive advantage.
Source: appleinsider
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