Just minutes after Apple launched global pre-orders for the iPhone 17 series (excluding China), overwhelming demand caused delivery delays almost immediately - especially for the iPhone 17 Pro Max model.

Initially, all iPhone 17 variants and storage configurations were expected to ship on September 19, 2025, coinciding with Apple’s official launch date. However, within moments of the online store opening, Apple’s system indicated a 1–2 day delay for Pro Max shipments.

Within the hour, delays worsened: the entire iPhone 17 Pro Max line was postponed by at least one week, regardless of color or storage size. The Cosmic Orange version has become the rarest and most sought-after.

This includes all four storage options of the orange model, even the 2TB version priced at $2,000, which is now delayed by 3–4 weeks.

Apple’s vibrant new color has proven to be a powerful marketing tool in 2025, generating immense consumer interest. Even the silver Pro Max models in 512GB and 1TB configurations have been pushed back by 3–4 weeks. Meanwhile, the 256GB and 2TB silver variants are only slightly behind, with a 7–10 day delay.

Interestingly, the blue model appears to be the least popular. All four storage options are still available within a 7–10 day delivery window.

In contrast, the newly introduced iPhone Air line faces no shipping delays. All Air variants - regardless of storage or color - are on track for delivery on September 19, indicating concentrated demand in the premium segment.

This comes as no surprise, as the Pro Max line has historically led early sales thanks to its large display, impressive battery life, and advanced camera technology.

The iPhone 17 Pro Max’s powerful specs, coupled with the buzz around its standout orange color, are driving demand higher than ever.

Supply strategy and market reality

Analysts note that delivery delays are common during the pre-order phase, especially for popular configurations or exclusive colors.

However, they caution against interpreting delays as a definitive measure of a product’s success. Apple has never disclosed the quantity of units available for each launch.

Apple also reserves large in-store inventories for global Apple Stores. So, even if online orders are delayed, customers may still be able to buy devices directly from physical stores on launch day.

Still, experts warn that in-store stock will likely run out quickly. Anyone hoping to secure a specific color and storage combination should arrive at Apple Stores early rather than wait for the next online batch.

“Apple has mastered the art of turning color into a strategic differentiator. Users aren’t just buying a phone – they want a symbol of individuality,” said Ben Wood, an analyst at CCS Insight. “That’s why the orange version is selling out faster than the traditional colors.”

Apple rarely allows a product to go completely out of stock. Instead, it adjusts delivery times. In rare cases, some configurations may be delayed for months, but usually only by a few weeks.

This approach is part of Apple’s well-known strategy: create a sense of scarcity to fuel demand, while keeping global supply chains running smoothly.

Even with delays, customers often remain loyal to Apple rather than switching to a competitor.

The near-immediate delay of iPhone 17 Pro Max shipments following pre-order launch once again demonstrates the enduring appeal of the premium lineup - especially with the new Cosmic Orange variant.

While regular users can easily buy the standard iPhone 17 or iPhone Air models, those seeking the boldest, most exclusive Pro Max option will need to be more patient.

iPhone Air continues to ship on time, reinforcing its role as the most accessible iPhone in Apple’s 2025 lineup.

With its combination of high-end specs, standout color choices, and clever inventory management, Apple has once again ignited excitement in the smartphone market, positioning this iPhone season to be one of the most commercially successful in recent memory.

Hai Phong