More than 250 people gathered outside the Apple Store on Orchard Road this morning, eager to be among the first to purchase the newly released iPhone 17 series. The doors opened at 8am, but the earliest arrivals had secured their places as early as 4am. Some enthusiasts had travelled from neighbouring countries, including Vietnam and the Philippines, while a few had chosen to spend the night in front of the store to guarantee a spot at the front of the line.
By 6.45am, the queue had grown substantially, stretching along the frontage of the mall. The crowd consisted of loyal Apple fans, many of whom shared stories of their first iPhones while waiting. For some, the motivation was to be the very first to own the latest model, while others were determined to secure specific colours or high-capacity variants that usually sell out quickly.
Despite the long wait, the atmosphere was lively yet orderly, with most customers displaying patience and enthusiasm. While Apple has offered online pre-orders, many attendees felt that the experience of physically collecting a new iPhone at the Orchard Road flagship store could not be matched by delivery.
Pro Max proves most popular
Among those in line, the iPhone 17 Pro Max appeared to be the most in-demand model, particularly in the new Cosmic Orange finish, which stood out as the colour of choice for the morning’s buyers. Customers frequently highlighted the Pro Max’s premium features and screen size as key reasons for their preference.
By contrast, the iPhone Air, although lighter and bundled with exclusive accessories, generated noticeably less interest. Several shoppers explained that they were holding back on purchasing that model immediately, preferring instead to wait for early reviews or to see how it performs in the hands of initial adopters before making a decision.
Continuation of a familiar tradition
The turnout for this year’s launch reflects a pattern seen in previous iPhone releases. Queues along Orchard Road have become a familiar sight each September, with the Apple Store serving as a gathering point for fans who value the tradition of launch day.
The line-up includes the iPhone 17 Pro, iPhone 17 Pro Max, and the iPhone Air. All models now come with a ProMotion display, marking the first time the technology has been standardised across the range. The devices also feature the new A19 processor, with the Pro and Air models equipped with the more advanced A19 Pro version, alongside enhanced cameras.
Prices for the iPhone 17 series begin at S$1,299. With strong demand already visible at launch, industry observers expect the Pro Max in particular to sell briskly in the days ahead.
