SHANGHAI/BEIJING, September 22 (Reuters) - On the inaugural day of in-store availability, a crowd of over a hundred customers gathered inside Apple's flagship store in the financial hub of Shanghai, eagerly awaiting the pickup of their iPhone 15 orders.
The performance of Apple's latest iPhone in China has become a subject of close scrutiny, capturing the attention of enthusiasts and market observers alike. This heightened interest follows the implementation of stricter restrictions on iPhone use by government employees and the release of a high-end competitor by the domestic manufacturer Huawei (HWT.UL), which has raised concerns about the demand for the device in its third-largest market.
However, concerns have been alleviated by the robust pre-order activity in the world's second-largest economy, which commenced last Friday. Delivery times have been pushed into November, and the premium models, iPhone 15 Pro and Pro Max, sold out in just one minute on Alibaba's (9988.HK) Tmall e-commerce platform.
Local media reported that the queue at the Apple store on Shanghai's bustling East Nanjing Road began forming as early as 5 a.m. (1000 GMT).
Among those present was Zhang Ming, a 25-year-old social media influencer, who expressed her desire to try out the iPhone 15 after facing difficulties in securing a pre-order online. She mentioned her preference for Apple products primarily based on their color, stating, "I always like to look at the new devices. When I buy Apple products, I only look at the color. If I like the color, I will buy it."
The iPhone 15 boasts a new titanium shell, a faster chip, and enhanced capabilities for playing video games. Apple's decision not to raise prices, despite a global slump in smartphone sales, also garnered attention.
However, some customers at the store expressed disappointment with the lack of significant upgrades compared to the previous model. Wang Puyu, a 29-year-old real estate worker, noted that he was only purchasing a new model because he had promised to give his iPhone 14 to his nephew. He commented, "I normally upgrade every year, but this year, I am not very satisfied."
(Reporting by Nicoco Chan in Shanghai and Yelin Mo in Beijing; Additional reporting by the Shanghai newsroom; Editing by Brenda Goh and Christopher Cushing)
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