Apple’s latest flagship, the iPhone 17 Pro Max, is proving to be the star of the new lineup. Demand has surpassed last year’s iPhone 16 series, with analysts noting a significant spike in production compared to previous launches. Reports suggest Apple increased overall iPhone 17 output by roughly a quarter year-over-year, with the Pro Max receiving the largest boost.
The Pro Max model in particular has captured consumer interest, with preorder stock—especially the new orange finish—selling out within minutes. Shipping times were pushed back almost immediately, and in China, sales records indicate the iPhone 17 Pro Max outperformed the iPhone 16’s first-day sales in just one minute.
Industry analysts point to extended delivery windows as a clear indicator of heightened demand, though Apple’s secrecy around exact production figures makes it difficult to quantify. The company rarely discloses how units are split between online and retail channels, leaving shipping delays as one of the few reliable clues.
The story for the iPhone Air, however, is less straightforward. Positioned as the successor to the iPhone 16 Plus, it entered the market with much higher production volumes. That decision may have kept stock readily available, masking real consumer interest. Unlike the Pro Max, most iPhone Air models were still easily accessible on launch day, with only a handful of configurations—such as the Light Gold 256GB—facing modest wait times. Some variants, like Cloud White, are beginning to show delays of several weeks, but availability remains strong overall.
While the Pro Max’s popularity is expected to give Apple a healthy earnings boost in the short term, questions remain about the sustainability of this momentum. Analysts caution that investor confidence may waver if sales of other models, particularly the iPhone Air, do not catch up. At present, the Pro Max stands out as the undeniable winner of the iPhone 17 generation, while the Air’s long-term performance is still in doubt.