In a stunning display of brand power, early iPhone 17 pre-orders in China have shattered previous records, signaling overwhelming demand for Apple’s latest devices despite intense competition from local rivals like Huawei. The robust sales provide a powerful counter-narrative to claims that Apple is losing its grip on the crucial Chinese smartphone market.
The rush was so intense that Apple’s own website struggled to keep up with the traffic, and in-store pickup slots in major cities were booked within minutes. This strong start comes even with the new, ultra-thin iPhone 17 Air being temporarily delayed in the country.
This news brief breaks down the incredible sales numbers and what they mean for Apple’s position in one of its most important markets.
Record-Breaking Demand on E-Commerce Platforms
The first sign of the massive demand came from one of China’s largest online retailers, JD.com. According to a statement from the company, sales in the first minute after pre-orders went live surpassed the entire first-day pre-order volume of last year’s iPhone 16 series. The most popular model was reportedly the standard iPhone 17 with 256GB of storage.
This intense demand was mirrored on Apple’s official site. According to a report from Chinese media outlet The Paper, customers reported difficulties accessing the pre-order page and slow payment processing. As of Saturday morning, the wait time for any iPhone 17 model in Guangzhou had already extended to mid-October, a clear sign that initial stock was selling out rapidly.
A Show of Strength Despite a Key Model’s Delay
What makes these sales numbers even more impressive is that they were achieved without the most talked-about new model: the iPhone 17 Air. The release of Apple’s thinnest-ever smartphone has been postponed in China as the company works to resolve regulatory issues over its eSIM-only design.
Despite this, and in the face of strong competition from Huawei’s new trifold smartphone and a strategically timed Xiaomi 16 launch, the demand for the core iPhone 17 lineup has proven to be incredibly resilient. This underscores the deep-seated brand loyalty Apple commands in the premium segment. As IDC analyst Nabila Popal noted, “Apple has astutely segmented its product line-up, ensuring each model appeals to distinct user needs,” a fact we broke down in our iPhone 17 models compared guide.
This strong performance aligns with the optimistic predictions and last-minute rumors that preceded the launch event.
Frequently Asked Questions (FAQ)
1. How strong were the iPhone 17 pre-orders in China?
They were record-breaking. On the e-commerce platform JD.com, the first minute of sales surpassed the entire first day of sales for the iPhone 16 series last year.
2. Why was the iPhone 17 Air delayed in China?
The iPhone 17 Air is expected to be an eSIM-only device in most regions. China does not yet support eSIM for smartphones, so its release is postponed while Apple works with Chinese authorities on a compliant version, likely one with a physical SIM tray.
3. Does this mean Apple is not facing competition in China?
No, the competition, especially from Huawei, is stronger than ever. However, these strong pre-order numbers show that despite the competition, there is still a massive and loyal customer base for Apple’s products in the country, especially for their flagship gadgets.