On September 19, 2025, Apple’s latest iPhone 17 series made its debut in Beijing, drawing hundreds of eager customers to the flagship store in the bustling Sanlitun district. The launch marked a significant moment for Apple in China, the world’s second-largest economy, as analysts predict the new models could revitalize the company’s market share amid fierce competition from local brands like Xiaomi and Huawei. Shuke Wang, a 35-year-old customer, was among the early adopters, opting for the Pro Max model priced at 9,999 yuan ($1,406). He praised the series’ redesign, particularly the orange variant, though he found it slightly flashy. The Pro Max’s extended battery life also stood out as a key selling point. Apple highlighted the base model’s enhanced features, including a brighter, scratch-resistant screen and an improved front-facing camera optimized for horizontal selfies. Despite a 6% decline in shipments during the first eight weeks of Q3, analysts remain optimistic. Chiew Le Xuan of Omdia forecasts an 11% year-over-year increase in iPhone shipments in China for the second half of 2025, driven by the new series. The iPhone 17 Pro Max, with its major redesign, is expected to outperform its predecessor and become Apple’s top-performing model in the Chinese market by 2026. Meanwhile, the iPhone Air, featuring e-SIM support, is seen as a technological testbed for future innovations, though its slim design compromises battery life and camera quality, which may limit its appeal among Chinese consumers. Apple’s ability to navigate regulatory hurdles for e-SIM services with Chinese telecom operators will also play a crucial role in its success.