According to Zhitong Finance APP, over the past four years, some Apple Inc. (AAPL.US) users have been eagerly anticipating the new generation of iPhones with a brand new design. Now, with the iPhone 17 Pro, iPhone 17 Pro Max, and iPhone Air officially going on sale this Friday, the first store pickups and pre-order shipments will also commence, marking the end of this wait—consumers are entering a crucial purchasing window. This is the first time Apple has launched multiple new designs of the iPhone since 2020, alongside the new Apple Watch SE, Watch Series 11, Watch Ultra 3, and AirPods Pro 3.
Specifically, the iPhone 17 Pro and 17 Pro Max feature a returning aluminum casing and a redesigned back, while the iPhone Air's biggest selling point is its lightweight design, making it Apple's first smartphone to emphasize this feature. Data from pre-orders on Apple's official website (which will also ship on Friday) indicates strong demand for the new Pro models.
Currently, Apple faces both risks and opportunities: amid global economic concerns and potential price pressures from tariffs, the company must strive to meet Wall Street's holiday season sales expectations; after setbacks in its artificial intelligence strategy, it urgently needs to regain consumer confidence in its &#34;innovative magic.&#34;
The performance in the Chinese market is particularly critical. During this traditional off-season before the new product launch, Apple's sales in China fell by 6% year-on-year, a sharper decline than in previous years. Despite achieving years of success in the Chinese market over the past decade, Apple currently holds only 12% of the local market share, lagging behind local brands such as OPPO, Huawei, and Xiaomi.
At this moment, Apple is launching a new iPhone—this product, which first debuted in 2007, continues to attract attention, while companies like Meta are shifting towards artificial intelligence wearable devices, such as smart glasses with displays. Apple's new products are officially debuting weeks after Google and Samsung released upgraded flagship phones.
Among them, Samsung's seventh-generation foldable phone has won consumer favor with its more durable frame and thinner design, while Apple is not expected to launch a foldable phone until the end of next year.
In terms of specific models, the iPhone 17 Pro series may be the most favored by buyers, as it upgrades the features that users care about most: battery life, camera technology, and durability. The starting price for this model is $1,099, only $100 higher than the replaced iPhone 16 Pro.
As Gabelli Funds portfolio manager John Bellantoni stated: &#34;Prices have truly risen for the first time in years, and if combined with the typical upgrade cycle, price increases, and advancements in artificial intelligence, it may be difficult to say it will create excitement for the stock price, but the overall setup is still considered moderate.&#34; The fund manages $33 billion.
<img src="https://imageproxy.pbkrs.com/https://img.zhitongcaijing.com/image/20250919/1758246142777943.png?x-oss-process=image/auto-orient,1/interlace,1/resize,w_1440,h_1440/quality,q_95/format,jpg" alt="image.png" original-src="https://imageproxy.pbkrs.com/https://img.zhitongcaijing.com/image/20250919/1758246142777943.png"/>
In contrast to the iPhone Air, despite being highly anticipated, sales may not see a significant increase. This $999 device focuses on a lightweight design, but has shortcomings in battery life and camera performance; if the optional magnetic battery case is chosen to extend battery life, the total price will be on par with the iPhone 17 Pro.
Previously, Samsung launched the S25 Edge with a similar concept, but its sales have not met expectations so far, and this market feedback may serve as a cautionary tale for Apple

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Apple Inc. is set to launch the iPhone 17 Pro, iPhone 17 Pro Max, and iPhone Air on Friday, marking its biggest design change since 2020. Demand for the new Pro models is strong, but Apple faces challenges in the Chinese market, with sales down 6% year-on-year. Despite its success in the Chinese market, Apple currently holds only 12% market share, trailing behind local brands. This release is crucial for Apple's holiday season sales expectations

- Apple Inc. (AAPL.US) is set to launch the iPhone 17 Pro, iPhone 17 Pro Max, and iPhone Air this Friday, marking the first new design since 2020.  
- The new models face challenges in the Chinese market, where Apple’s share has dropped to 12%, and the company must meet holiday sales expectations amid economic concerns.  
- While the iPhone 17 Pro series is expected to attract buyers with its upgraded features, the iPhone Air may struggle to boost sales due to its limitations in battery life and camera quality.

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Apple iPhone's biggest design change in history ignites the market on Friday! Pro model demand is booming, with China becoming a key battleground