iPhone 17 series pre-orders and iPhone Air pre-orders are officially available on September 12, at 5 AM PDT. However, we can already see just how much hype the latest series is generating, at least in China. All thanks to reservations at a popular retailer. Just like the rest of the world, the new iPhones will be widely available to the public on September 19, but for those that are eager to get it as soon as possible, they can pre-order, or at China’s largest retailer, JD, register their interest ahead of pre-sales.

iPhone 17 popularity so far, based on China

UniverseIce on X – a prominent leaker in the phone space – has been closely following iPhone 17 series reservations on major Chinese retailers. They report that the series as a whole “has already reached three times” the volume when compared to the iPhone 16 series, though it’s not immediately clear which numbers they are referencing.

An earlier post reveals that “more than 5 million people” have made reservations; the retailer (JD) notes that the “reservation period ends on September 12, 2025, at 19:30,” [translated] which is 30 minutes before pre-orders actually go live in China. So, while these reservation numbers may not be directly linked to the amount of people that actually end up buying one of the new iPhones (whether that be the iPhone 17 series or iPhone Air), it points towards an incredibly popular launch.

• 1. Immediate Reservation (立即预约): Reservations are open and will close on September 12th at 19:30.
• 2. Waiting for Purchase (等待抢购): The actual purchase period will begin on September 12th at 20:00.

Translated via Google Lens

One interesting thing about the iPhone Air launch is that its slimline design means it is eSIM-only. While Apple has been selling eSIM-only iPhones in the U.S. for the past few generations, other regions have retained the physical SIM card slot. But with the Air, China is also moving over to eSIM, leading to worries of a limited release in the region to due a lack of support from local carriers. The mainline iPhone 17 series (the base model, Pro & Pro Max) will continue to feature a physical slot in most regions; Apple has, however, switch to strictly eSIM-only in a few regions this generation.

About the Author

Jack Goodall

At PC Guide, Jack is mostly responsible for reporting on hardware deals. He also specializes in monitors, TVs, and headsets and can be found putting his findings together in a review or best-of guide.