Apple(US:AAPL) 华尔街见闻·2025-09-19 11:51Core Viewpoint - The launch of the iPhone 17 series in China has shown mixed but positive signals, with strong demand for high-end models in some cities, while interest has cooled in others [1][5]. Group 1: Market Response - Long queues formed outside Apple stores in Beijing and Shanghai, with around 300 people waiting at the flagship store in Beijing, leading to the rapid sell-out of popular models [2][6]. - The Shanghai store experienced even greater queueing than in previous years, necessitating additional barriers to maintain order [3]. - In contrast, a store in Shenzhen reported significantly fewer customers than in previous years, indicating a regional disparity in demand [4]. Group 2: Demand for High-End Models - The Pro Max model has become the focal point of the release, with early morning queues forming as early as 5 or 6 AM [6]. - Resellers are focusing on high-capacity versions of the Pro Max, with price markups ranging from hundreds to over a thousand yuan for certain models [8][9]. - The 1TB Pro Max version saw a markup of up to 1000 yuan, while the 256GB Pro version had a markup of approximately 300-400 yuan [8]. Group 3: Sales Projections and Market Strategy - Analysts view the iPhone 17 launch as a critical opportunity for Apple to regain market share in China, especially after a 6% year-on-year decline in shipments during the first eight weeks of Q3 [12]. - It is projected that the iPhone 17 series could lead to an 11% year-on-year increase in Apple's shipments in China for the second half of the year, contributing to a 5% growth for the entire year [14]. - The redesigned Pro Max is expected to stimulate demand, with historical trends indicating that significant redesigns often drive upgrade cycles in China [14]. Group 4: Product Strategy and Inventory Management - The highly anticipated iPhone Air has been delayed in China due to regulatory issues, as it only supports eSIM technology [15][16]. - Apple is also reducing prices on older models to clear inventory, with the iPhone 16 now priced at 5399 yuan, down from its original price of 5999 yuan [17].