Long Queues at Apple Stores: Is iPhone 17 Price No Barrier?

Long Queues at Apple Stores: Is iPhone 17 Price No Barrier?

Apple’s latest iPhone 17 series launch has triggered massive crowds and unprecedented demand across global markets, with long queues reported outside Apple Stores from Beijing to Bangkok and Tokyo. A viral video shared on Weibo on September 15 shows hundreds of eager customers lined up outside an Apple store in China, reflecting the intense anticipation surrounding the new lineup. Despite rising prices, the iPhone 17 appears to have overcome any potential affordability barrier, at least in the premium smartphone segment.

Pre-orders, which opened on Friday, September 12, are already setting new records. According to JD.com one of China’s largest e-commerce platforms sales of the iPhone 17 series outpaced the first-day pre-order volume of the iPhone 16 series within the first minute of going live. The most popular model among early buyers was the standard iPhone 17 with 256GB of storage, suggesting strong consumer interest in the mid-tier configuration.

However, not every model in the lineup is available yet. The much-hyped iPhone 17 Air, praised for being the thinnest iPhone ever made, is facing delays in China due to regulatory concerns over its embedded SIM (eSIM) technology. Apple is working closely with Chinese authorities to address compliance issues before rolling out the device in the mainland market. Despite the setback, anticipation for the Air remains high.

So overwhelming was the demand that Apple’s official website reportedly suffered from slowdowns and glitches during the pre-order rush. Chinese media outlet The Paper confirmed that some users were unable to place their orders in the first few hours due to the website’s instability. This technical turbulence further underscores the scale of interest in the new iPhone 17 models.

Industry analyst Ming-Chi Kuo confirmed that the iPhone 17 series has outperformed its predecessor, the iPhone 16, in first-weekend pre-orders. Among all models, the iPhone 17 Pro Max priced at $1,199 was the top performer, favored for its upgraded camera, new AI features, and high-end specs.

Adding to the buzz was a rare public endorsement from OpenAI CEO Sam Altman, who praised the iPhone 17 Air during Apple’s “Awe Dropping” event. Altman called it “the first new iPhone upgrade I have really wanted in a while” and described the device as “very cool.” His comments quickly made waves in the tech community and on social media, likely fueling further interest in the Air, even though its release has been postponed in some regions

Apple also introduced several other products during the event, including the Apple Watch Ultra 3 and the AirPods Pro 3, but it’s the iPhone 17 lineup that has clearly captured the most attention. Despite increasing competition from domestic brands and tightening regulatory conditions, Apple’s ability to command such intense demand reaffirms its unique position in the Chinese market and the broader global smartphone landscape.

Ultimately, the iPhone 17’s strong debut suggests that for millions of consumers, innovation still trumps price. The series’ early success highlights Apple’s enduring brand power and signals that the appetite for premium smartphones remains robust no matter the cost.