A buyer holds up the brand new orange-colored iPhone 17 Professional Max smartphone inside an Apple retail retailer in Chongqing, China, on September 19, 2025.
Cheng Xin | Getty Pictures Information | Getty Pictures
The iPhone 17 hit retailer cabinets worldwide on Friday, drawing strains from Beijing to London.
However past the launch buzz, Apple is beneath strain to show itself, grappling with questions over its synthetic intelligence plans, in addition to growing competitors.
Merchandise on show for the primary time embrace the iPhone 17 Professional, iPhone 17 Professional Max, and iPhone Air, in addition to new Apple Watch and AirPods fashions.
Whereas they had been obtainable for preorders within the U.S. from Sept. 12, the worldwide launch holds explicit significance as Apple takes on rising competitors in abroad markets.
China competitors
A kind of markets is China, the place clients waited for hours — and even in a single day — to get their arms on the brand new iPhone
First in line on the Apple flagship Retailer in Sanlitun, Beijing, this morning, was Liu — he didn’t want to be recognized by his full title — who informed CNBC that he had been queuing since 11 p.m. native time Thursday for his probability to select up the iPhone 17 Professional Max.
A buyer reveals off his new iPhone 17 at Apple’s Regent Road retailer on Sept. 19.
Arjun Kharpal | CNBC
He stated he was excited in regards to the smartphone’s new shade and exterior design, which Apple says has improved the cellphone’s warmth dissipation.
Notably, Liu additionally stated he has modified to Apple from Huawei in recent times, saying he most popular the iPhone for every day use and leisure.
One other particular person, who wished to be recognized solely by his surname, Yang — an erstwhile Xiaomi person — stated he had been ready to get his arms on the most recent iPhone, preferring its working system.
Each Liu and Yang anticipate many Chinese language residents to purchase their first iPhone this yr because of the new options, together with bigger inner storage.
If that pattern had been to pan out, it could be welcome information for Apple, which has misplaced market share in China to gamers reminiscent of Huawei and Xiaomi.
After years of management within the area, the iPhone-maker now solely holds 10% of the Chinese language smartphone market, trailing native gamers like Oppo, Huawei, Xiaomi and others, based on information from Omdia.
Apple’s newest iPhone fashions are proven on show at its Regent Road, London retailer on the launch day of the iPhone 17.
Arjun Kharpal | CNBC
Thus far, the indicators are constructive for the iPhone 17 sequence in China. Final Friday, JD.com — certainly one of China’s largest ecommerce platforms — noticed the primary minute of iPhone 17 sequence preorders surpass the first-day preorder quantity of final yr’s iPhone 16 sequence, the corporate reported.
At 10 a.m. native time on Friday, JD.com stated that iPhone 17 trade-in gross sales had been 4 instances increased than the identical interval final yr.
Different markets
Within the a lot smaller however prosperous market of Singapore, the redesigned iPhone 17s had been additionally met with fervor, with lengthy strains forming exterior Apple shops throughout the town.
Iman Isa and Daniel Muhamed Nuv, two younger professionals in Singapore, each queued for hours at Apple’s outlet within the metropolis’s iconic Marina Bay mall to purchase iPhone 17 Professionals, which they stated had been their first new telephones in years.
Citing the contemporary design, longer battery life and improved digital camera, they stated the brand new telephones provide sufficient to maintain them loyal to the Apple ecosystem.
Based mostly on preorder instances and shopper suggestions, the preliminary world demand for the iPhone 17 sequence seems largely constructive, stated Le Xuan Chiew, a analysis supervisor at Omdia.
The iPhone 17 base mannequin particularly has outperformed expectations, because the pricing at launch remained unchanged from its predecessor regardless of upgrades in reminiscence storage, Chiew stated.
In Singapore, clients arriving at Apple shops had additionally been trying to nab among the firm’s new AirPods Professional 3, citing the product’s stay translation function as a significant promoting level.
In London, strains had been notably longer than they had been at final yr’s launch of the iPhone 16, and clients appeared extra within the premium choices — the Professional and Professional Max fashions — this time round.
Individuals lined up exterior Apple’s Regent Road, London retailer on Sept. 19 to get their arms on the most recent iPhone 17.
Arjun Kharpal | CNBC
“For the final 5 years, I have been in a sample of regularly upgrading my cellphone, as a result of yearly Apple is bringing one thing new to the desk,” one buyer, Jasmine, stated. “I simply love having that have of Apple yearly.”
In the meantime, Michael, who described himself as a content material creator, stated he was drawn by the battery and digital camera.
“I thought of going for the [iPhone] Air, however I simply do not know whether or not or not the battery goes to have the ability to maintain up. And that single digital camera? I do not know, it is just a bit bit off-putting on the again,” he stated of Apple’s skinny iPhone 17 providing.
Apple intelligence
A profitable iPhone 17 launch may assist reassure Apple buyers after a considerably underwhelming rollout of its synthetic intelligence options, which started late final yr.
Talking to CNBC’s “Squawk Field Europe” final week, Ben Wooden, chief analyst at CCS Perception, lauded Apple’s newest product launches however stated the corporate now wanted to ship on synthetic intelligence.
“There isn’t any query that Apple must ship on AI,” he stated, noting that the corporate had “dropped the ball” final yr by making massive guarantees that did not materialize.
“Apple has to catch up [in AI], however proper now, I feel they have sufficient runway to have the ability to cope within the intervening interval.”
– CNBC’s Arjun Kharpal and Eunice Yoon contributed to this report
