Apple’s iPhone 17 Launch Draws Long Queues in Beijing, Signaling Strong Start in Key Market

Amid fierce local competition and economic headwinds, strong demand for the Pro Max variant offers a positive sign for Apple’s efforts to regain momentum in China.
BEIJING – The launch of Apple’s iPhone 17 on September 19th saw hundreds of enthusiastic customers queuing outside its flagship Sanlitun store in Beijing, signaling robust initial demand in the critically important Chinese market. The high-end Pro Max model, priced from 9,999 yuan (~USD 1,406), was reportedly in particularly high demand, underscoring the resilience of Apple’s premium branding.
The iPhone 17 series introduces several key upgrades, including a brighter display protected by a more scratch-resistant “Ceramic Shield Pro” material and a significantly improved front-facing camera with autofocus—a feature highly valued in the local market. This strong reception is a welcome sign for Apple, which has been facing intensified competition from resurgent local brands like Huawei and established players like Xiaomi and Honor. The company is counting on this launch to reassert its market position and reverse a recent trend of declining market share.
The challenges for Apple in China are multifaceted. Beyond fierce product competition, the company must navigate a complex regulatory environment and shifting consumer sentiment, which sometimes favors domestic brands. The fact that the iPhone 17 can still generate such excitement is a testament to the power of Apple’s ecosystem and brand loyalty. Analysts are optimistic, with some projecting that the lineup could boost Apple’s shipments in China by as much as 11% in the second half of 2025.
Interestingly, the launch also included a new “iPhone Air” model. This lighter, potentially more experimental device appears to be Apple’s attempt to test new form factors or target a niche segment, though its lack of eSIM support suggests it may be aimed at specific carriers or markets. This move indicates Apple is willing to explore new avenues to maintain its competitive edge.
Why It Matters:
For Apple, success in China is non-negotiable, and a strong launch day is a powerful indicator of brand resilience. These queues demonstrate that despite significant pressure, Apple’s premium appeal remains potent. A successful iPhone 17 cycle in China could reverse recent market share declines and have a significant positive impact on Apple’s global sales figures.
Launch Highlights:

• Strong Demand: Long queues reported at flagship Beijing store, especially for Pro Max.
• Key Upgrades: Brighter, more durable screen; autofocus on front-facing camera.
• Analyst Projections: Potential for 11% shipment growth in H2 2025.
• Experimental Model: New “iPhone Air” introduced, signaling potential future strategies.