iPhone 17 launch in Beijing draws huge queues, Pro Max leads

TL;DR:

Hundreds queued at Apple’s Sanlitun store on 19 Sep 2025.
Interest centers on iPhone 17 Pro Max, with higher starting price.
China preorders were strong despite an iPhone Air delay.
Apple aims to regain share against Huawei and Xiaomi.
Analysts expect a shipment boost in H2 2025 if momentum holds.

On 19 September 2025, Apple’s flagship Sanlitun store in Beijing drew hundreds of customers on iPhone 17 launch morning. Shoppers lined up before opening, many targeting the Pro Max model. Reuters described “around 300” in line and highlighted strong interest in the top tier.

The phones and pricing

Buyers pointed to the iPhone 17 Pro Max for its bigger screen, longer battery life, and camera upgrades. Reuters reported a starting price near 9,999 yuan for Pro Max in China. The crowd skewed toward enthusiasts and early adopters.

Demand signals before launch

Chinese preorders were brisk. Local press and analysts reported records at major retailers, while shipping dates slipped for popular variants. Separate reports noted the iPhone Air faced a pause in China due to eSIM rules, nudging more attention to the 17 and 17 Pro lines.

Why Beijing matters

China is Apple’s most competitive market. Huawei and Xiaomi press hard on hardware and price. Launch-day queues signal brand pull and can shape early momentum. Reuters framed Apple’s goal as stabilizing share after shipment declines earlier in 2025.

Early read on supply

Typical launch constraints showed up in delivery estimates and model splits. Pro Max appears supply-tight, while standard models look easier to find. Preorder chatter and retail checks suggest staggered availability through late September.

What happens next

Watch sell-through in China during the first two weekends.
Track Pro Max mix. A higher mix can lift revenue even if units stay flat.
Look for policy updates on eSIM that could unlock Air shipments.

Mini-checklist for buyers in China

If you want Pro Max on day one, check nearby Apple Stores for pickup windows.
Compare trade-in offers on JD.com and Apple Online.
Confirm carrier eSIM support if you travel often.

Why it matters

Beijing’s turnout is an early confidence check for Apple in China. Strong Pro Max demand can help offset unit softness, improve average selling price, and support Apple’s year-end outlook if supply holds.

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