2025-09-19T16:05:04Z
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Apple officially unveiled its latest devices—the iPhone 17 and the entirely new iPhone Air—marking yet another milestone in the company’s ongoing legacy of innovation. The debut ignited immense excitement, drawing Apple loyalists and tech enthusiasts to retail locations across the globe, many of whom queued for hours—and in some cases days—in order to be among the very first to experience the next generation of iPhones in person.
On Friday, Apple CEO Tim Cook personally visited the company’s iconic Fifth Avenue store in New York City to meet enthusiastic customers face-to-face. Cook’s appearances on launch days have become somewhat of a hallmark tradition across his tenure; although he took over the reins of leadership in 2011, his first public store visit during an iPhone release was not until two years later, in 2013, when he greeted crowds at the Palo Alto Apple Store for the release of the iPhone 5—the first model that introduced the company’s Lightning cable. Since that appearance, he has consistently embraced the ritual of visiting retail locations in order to connect directly with Apple’s passionate fan base, a practice reminiscent of Apple’s culture of consumer engagement and personal outreach.
At this latest launch, Cook could be seen smiling for photos, warmly engaging with the earliest customers in line, and personally acknowledging their dedication to Apple’s products. As with previous years, he was not alone—Deirdre O’Brien, Apple’s senior vice president of retail and people, also joined him to share in the celebratory atmosphere. Both executives were present as the store’s signature glass doors opened and the waiting crowd was ushered into the bright, modern venue amid loud applause and cheers. Their presence underscored the company’s direct and personal involvement in its major product rollouts.
However, outside of New York’s flagship store, not every voice in the crowd was celebratory. Protesters stood nearby, holding signs critical of the societal and safety implications of new smartphone technology. Messages such as, “New iPhone, same dangers for kids,” reflected concerns from advocacy groups and parents who worry about the role of high-tech devices in young people’s lives. The juxtaposition of excited fans eager for their purchases with demonstrators expressing concern illustrated the complex cultural footprint that Apple’s launches now carry.
Meanwhile, similar scenes unfolded in locations around the world. In London, exuberant Apple Store employees at the Regent Street branch welcomed eager shoppers with warm cheers and applause, compensating for the absence of high-profile executives. Over in Guangzhou, China, enormous crowds also gathered, though the iPhone Air remained unavailable there due to ongoing regulatory reviews connected to its pioneering eSIM-only system—a technological leap that simplifies design but requires government approval in certain markets. Despite the restricted launch, Chinese customers showed strong enthusiasm, which is notable given Apple’s challenging competitive environment in the country. In recent years, the company has faced stiff competition from domestic giants such as Xiaomi and Huawei, brands often able to leverage government incentives to sell advanced models at significantly lower prices. Even so, reports indicated that anticipation for Apple’s latest models in China reached impressive levels, with particular attention given to color options and advanced features.
In India, which has become an increasingly strategic market for Apple due to its role in the company’s manufacturing chain, the launch was equally festive. At the Mumbai flagship store, the earliest customers proudly posed with their newly acquired iPhones, with the distinctive Cosmic Orange finish of the iPhone 17 Pro appearing particularly popular. Photographs captured across multiple Indian cities suggested that this colorway resonated strongly with consumers eager for fresh design extensions.
Launch celebrations were also vivid across Southeast Asia. In Malaysia, a wave of customers filled the Apple Store located inside Kuala Lumpur’s upscale “Exchange TRX” shopping complex, reflecting the growing demand for Apple’s flagship devices in this region. Further east in Thailand, shoppers in Bangkok eagerly tested the new phones and documented their experiences with photos and videos, adding to the cascading flood of launch-day images appearing on social platforms worldwide.
Even in Sydney, Australia, large crowds congregated outside the Apple retail store where employees—like their counterparts elsewhere—welcomed customers while dressed in coordinated navy blue uniforms. This year’s apparel choice mirrored the deep blue color variation of the iPhone 17 Pro, a subtle marketing element that visually connected in-store staff to Apple’s latest design highlights and added cohesion to the launch presentation.
The global rollout of the iPhone 17 and iPhone Air reflected not only Apple’s unmatched ability to generate fervor but also its unique position at the intersection of technology, culture, and consumer identity. From jubilant lines of superfans to passionate critics, from product unveilings in Western capitals to heavily scrutinized releases in China, this launch demonstrated once again the extraordinary cultural resonance Apple commands across continents. It was, in every sense, a spectacle that blended commerce, celebration, and debate into a single worldwide event.
Sourse: https://www.businessinsider.com/inside-iphone-17-and-iphone-air-launch-day-2025-9
