Hundreds gathered at Apple’s flagship store in Beijing for the launch of the iPhone 17, signalling a promising start for sales in China, the world’s second largest economy.

Approximately, 300 customers including Shuke Wang 35 arrived early to collect their online orders, with Wang purchasing the Pro Max model, priced at 9,999 yuan($1,406). He expressed enthusiasm for the redesigned series, noting the appeal of the orange colour, though he found it “too flashy”.

Apple highlights that the base model of the iPhone 17 features a brighter, more scratch-resistant screen and improved front-facing camera capabilities for better horizontal selfies.

Analyst suggest that the iPhone 17 series could significantly enhance Apple’s market share and shipments in China, which have faced challenges this year from increasing competition from Xiaomi and Huawei amid soft consumer demand.

Counterpoint Research reported a 6% decline in Apple’s shipments in the first eight weeks of the third quarter.

However, a senior analyst at Omdia Chiew Le Xuan, anticipates an 11% per year increase in iPhone shipments in China for the second half of the year, driven by the new series, contributing to a projected 5% growth for Apple in 2025. Le Xuan also noted that the iPhone 17 Pro Max is expected to demand in China.

The iPhone Air will be the only model in China to support e-SIM technology, but pre-sales for the Air have not yet begun, pending regulatory approval from telecom operators.

A senior smartphone analyst at IDC, Will Wong indicated that while the Air may not significantly boost sales due to compromises in battery life and camera quality. It could serve as a test for future innovations like foldable iPhone.