Apple’s iPhone 17 Global launch draws crowds as AI questions and Chinese competition loom

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The iPhone 17 officially hit stores worldwide on Friday, sparking long queues from Beijing to London, as eager customers rushed to be among the first to own Apple’s latest flagship devices.

The launch lineup includes the iPhone 17 Pro, iPhone 17 Pro Max, and iPhone Air, alongside updated models of the Apple Watch and AirPods. While U.S. preorders began on September 12, the global rollout carries extra weight for Apple as it battles growing competition in key overseas markets.

One such market is China, where excitement was palpable at Apple’s flagship store in Sanlitun, Beijing. Liu, who declined to give his full name, was first in line after waiting since 11 p.m. Thursday night. “I have been queuing since last night for my chance to pick up the iPhone 17 Pro Max,” he told CNBC. He expressed particular enthusiasm about the new model’s design. “I’m excited about the smartphone’s new color and exterior design, and Apple says it has improved heat dissipation,” Liu said.

He also revealed a personal shift in brand loyalty. “I changed from Huawei to Apple in recent years because I prefer the iPhone for daily use and entertainment,” he added.

Another customer, identified only by his surname Yang, said he had previously been a Xiaomi user. “I have been waiting to get my hands on the latest iPhone. I prefer its operating system,” Yang explained.

Both Liu and Yang believe many Chinese consumers will be drawn to the iPhone 17 this year, largely because of its increased internal storage and other new features.

Such a trend could provide a much-needed boost for Apple, which has seen its Chinese market share fall to just 10%, trailing behind local rivals Huawei, Xiaomi, Oppo, and others, according to Omdia data.

However, early indicators suggest a strong reception for the iPhone 17 series in China. Last Friday, e-commerce giant JD.com reported that preorders for the iPhone 17 series in the first minute surpassed the entire first-day preorder volume of last year’s iPhone 16 series. By 10 a.m. local time on launch day, JD.com also disclosed that iPhone 7 trade-in sales were four times higher than during the same period last year

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