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Apple’s iPhone 17 series has shattered pre-order records in China, surpassing last year’s iPhone 16 debut despite regulatory hindrances. Pre-orders on JD.com exceeded the entire first-day iPhone 16 sales on the platform just one minute after it went live on Friday at 8 PM, reported the South China Morning Post. The 256GB variant of iPhone 17 was the most popular model among Chinese customers.
The demand surge instantly strained systems. Apple’s site crashed temporarily, and customers complained that payments took one to five minutes to process. All slots for in-store pickup of iPhone 17 Pro Max at Shanghai Apple Stores were reserved within 20 minutes, while Guangzhou delivery windows are already booked till October 15.
The record-breaking launch highlights Apple’s persistent brand strength in the world’s second-largest smartphone market. This dominance continues even as Chinese competitors Huawei and Xiaomi have ramped up product launches to challenge Apple’s momentum. Huawei launched its second-generation trifold phone only days before Apple’s event, while Xiaomi 16’s release was moved from October to late September.
Despite such competitive drives, Chinese customers remain loyal to Apple. “Apple has wisely segmented its product line-up, with each model addressing specific user needs,” said Nabila Popal, senior research director at IDC, while speaking to the South China Morning Post. The approach is expected to create a high tide of upgrades.
iPhone 17’s release in China was marked by what was missing: the ultra-skinny iPhone Air. Apple had intended to release this model at the same time, but delayed pre-orders in China for regulatory approval challenges associated with its eSIM-only build.
While China Mobile, China Unicom, and China Telecom have already expressed willingness to offer eSIM services, the regulators’ final go-ahead is yet to come. This delay forces Apple to count on the three flagship iPhone 17 models to carry early momentum in Chinese markets.
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Global shipping prospects for iPhone 17 are strong. Market watcher TrendForce estimates shipments of the iPhone 17 series will top those of the iPhone 16 by 3.5 percent. Just like in previous years, the Pro models are likely to be the key sales drivers.
For Apple, this record demand gives confidence during increased scrutiny and domestic competition. Even excluding iPhone Air, the tech giant has again proved its strong hold on Chinese consumers.
