The customer holds the new smartphone for the iPhone 17 Pro at Orange 17 Pro at an Apple retail store in Chongqing, China, on September 19, 2025.
Chen Son | Getty Images News | Ghetto images
The iPhone 17 bosses hit the shelves around the world on Friday, drawing lines from Beijing to London.
But beyond the launch, Apple is under pressure to prove that he is fighting questions about his plans for artificial intelligence, as well as an increase in competition.
Display products first include the iPhone 17 Pro, iPhone 17 Pro Max and iPhone Air, as well as new Apple Watch and AirPods models.
While they have been available for pre -orders in the United States on September 12, global launch is of particular importance as Apple takes on increasing competition in overseas markets.
Chinese competition
One of these markets is China where customers waited for hours – and even overnight – to deal with the new iPhone
First in the queue of Apple’s flagship in Sanlitun, Beijing, this morning, was Liu – he did not want to be identified with his full name – who told CNBC that he was in a queue from 23:00 local time on Thursday for his chance to take the iPhone 17 Pro Max.
The client shows his new iPhone 17 at Apple’s Regent Street store on September 19th.
Arjun Harpal | CNBC
He said he was excited about the new color and outdoor design of the smartphone, which Apple says has improved the heat dissipation of the phone.
In particular, Liu also said that in recent years he has changed to Apple from Huawei, saying that he prefers iPhone for daily use and fun.
Another person who wished to be identified only by his surname, Yang – previous user of Xiaomi – said he was waiting to deal with the most iPhone, preferring his operating system.
Both Liu and Yang expect many Chinese residents to buy their first iPhone this year because of the new features, including more internal storage.
If this trend would give up, it would be welcome to Apple, which lost a market share in China for players like Huawei and Xiaomi.
After years of leadership in the region, the iPhone manufacturer now holds only 10% of the Chinese smartphone market, delaying local players such as Oppo, Huawei, Xiaomi and others, according to OMDIA data.
Apple’s iPhone models are shown to display her Regent Street, London Store on the day of launch of the iPhone 17.
Arjun Harpal | CNBC
So far, the signs are positive for the iPhone 17 series in China. Last Friday, JD.com-one of the largest e-commerce platforms in China-visible the first minute of pre-orders on the iPhone 17, exceeds the volume of the first day of last year’s iPhone 16, the company reportedS
At 10 am local time on Friday, Jd.com He said the sales of the iPhone 7 in trade were four times higher than the same period last year.
Other markets
In a much smaller but rich Singapore market, the processed iPhone 17 was also welcomed with flames, with long lines being formed outside Apple’s outlets throughout the city.
Iman Isa and Daniel Muhammad Nouv, two young professionals in Singapore, both queued up for hours at Apple’s exit at the iconic Marina Bay Mall in the city to buy iPhone 17 professionals who said they were their first new phones in years.
Referring to the fresh design, the longer battery life and the improved camera, they said that new phones offer enough to keep them loyal to the Apple ecosystem.
Based on pre -order time and consumer reviews, the initial global search for the iPhone 17 series seems largely positive, said Le Suean Chay, Omdia Research Manager.
In particular, the basic model of the iPhone 17 exceeded expectations, as pricing at the launch remained unchanged by its predecessor, despite the upgrades in memory storage, Chiew said.
In Singapore, customers arriving at Apple Outlets also sought to recruit some of the company’s new AirPods Pro 3, citing the product translation feature as a major sale point.
In London, the lines were significantly longer than they were in Last year’s launch From the iPhone 16 and customers looked more interested than first -class offers – Pro and Pro Max models this time.
People were arranged in front of Apple’s Regent Street, the London Store on September 19, to get their hands on the smallest iPhone 17.
Arjun Harpal | CNBC
“In the last five years, I have been in a model of constantly upgrading my phone because every year Apple wears something new on the table,” said a client, Jasmine. “I just like to have this Apple experience every year.”
Meanwhile, Michael, who defined himself as a content creator, said he was painted by battery and camera.
“I was thinking of going for (iPhone) Air, but I just don’t know if the battery can hold on to. And this single camera? I don’t know, it’s just a little back,” he said of Apple’s thin offering.
Apple Intelligence
Successful launch of the iPhone 17 can help calm Apple investors after a little undermine of the presentation of its artificial intelligence features that started At the end of last year.
Speaking to CNBC “Squawk Box Europe“Last week, Ben Wood, CCS Insight’s chief analyst, praised Apple’s most launches, but said the company now needed to provide artificial intelligence.
“There is no doubt that Apple should deliver AI,” he said, noting that the company “had released the ball” last year, making great promises that failed to make.
“Apple has to catch up (in AI), but at the moment I think they have enough track so they can handle the intervention period.”
– CNBC’s Eunice Yoon contributed to this report
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2025-09-19 08:12:00