Apple’s global launch of the iPhone 17 series on Friday (September 19) sparked a wave of excitement across Asia, with the premium Pro models selling out almost instantly and pre-order wait times stretching weeks ahead.
The new lineup—featuring the iPhone 17 Pro, Pro Max, and the all-new iPhone Air—marks Apple’s boldest design refresh since 2020, a shift long anticipated by fans. Alongside the smartphones, Apple unveiled several other products, including the Apple Watch SE, Watch Series 11, Watch Ultra 3, and the latest AirPods Pro 3, according to Bloomberg.
Strong Demand Across Asia-Pacific
Thailand’s Celebration at ICONSIAM
Launch-day scenes highlighted Apple’s enduring pull in the region. In Hong Kong, walk-in customers found only the iPhone Air available, as Pro models were sold out within hours. Online buyers faced waits of around three weeks.
Similar shortages hit Australia, New Zealand, mainland China, and Singapore, where Pro Max buyers encountered shipping delays of up to four weeks. Japan, however, remained the exception, with next-day delivery still available in most cities.
In Thailand, the excitement was on full display at Apple Store ICONSIAM in Bangkok. Hundreds of customers who had pre-ordered the iPhone 17 gathered early in the morning to collect their devices, turning launch day into a celebration.
Apple staff upheld tradition by lining up to greet customers with applause and cheers as the doors opened, creating a festive and welcoming atmosphere. Inside, buyers were encouraged to test the new devices, explore the redesigned features, and immerse themselves in Apple’s signature retail experience.
For many Thai customers, the launch was about more than just owning the latest smartphone—it was a chance to share in the community spirit that Apple has built around its product culture.
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