iPhone 17 Pre-Orders: Standard Model Sells Out, Surpassing Pro and Air

iPhone 17 Standard Model in Short Supply Online
Improved Performance and Value for Money Drive Demand Over Previous Generation

Unlike previous years, the standard model of the iPhone 17 series, which is set for official release on September 19, is seeing unusually high demand during pre-orders. This surge is attributed to improved display performance compared to its predecessor, while price increases have been kept to a minimum, driving consumer interest.

According to the IT and telecommunications industry on September 16, the standard model of the iPhone 17 series has been consistently selling out on online malls since pre-orders began on September 12. This contrasts with previous iPhone launches, where the Pro models were typically more popular during pre-orders. Since the launch of the iPhone 11 series in 2019, Apple has released its smartphones in both standard and Pro lineups. This year, an ultra-slim model called Air has also been newly added to the lineup.

iPhone 17 Series. Provided by Apple

In fact, as of this day, pre-orders for unlocked iPhone 17 series devices on major e-commerce platforms such as Coupang and 11st have seen all storage capacities and colors of the standard model sold out, making purchases impossible. For some colors, all units were sold out within one minute after pre-orders began at 9 p.m. on September 12, due to a surge in demand.

The situation is similar for those purchasing through mobile carriers. In SK Telecom’s ongoing pre-orders for the iPhone 17 series, the standard model is sold out and cannot be pre-ordered. Other carriers are still accepting pre-orders for the standard model, but purchases are processed sequentially based on the order of applications and available stock, so it is reported that there may be a delay in receiving the actual product.

In contrast, most models and colors of the iPhone 17 Pro, Pro Max, and iPhone Air are still available for order, both unlocked and through carriers, except for a few specific variants. Notably, for certain colors of the iPhone Air, orders placed on September 16 can be delivered on the official release date, September 19.

This trend is seen as a result of the standard model’s improved performance over last year’s iPhone 16, combined with a restrained price increase, making its value for money stand out. The iPhone 17 features display enhancements such as ProMotion with a 120Hz refresh rate and always-on display (AOD) functionality. The base storage has also increased from 128GB on the iPhone 16 to 256GB, while the price rise has been limited to just 40,000 won (from 1,250,000 won to 1,290,000 won). In fact, when comparing models with the same storage, the effective price has actually decreased.

On the other hand, the iPhone 17 Pro has become less attractive due to the removal of the 128GB model and a price increase for the 256GB model to 1,790,000 won, making it more expensive. Additionally, the design, which has divided opinions, and the limited range of available colors are believed to have contributed to its weaker demand compared to previous models. The new Air lineup has only one camera and one speaker to reduce weight, and supports only eSIM instead of a physical SIM card, which is expected to inconvenience users looking to switch devices. Customers currently using a physical SIM will need to go through the process of switching to an eSIM.

An industry insider commented, "The price increase for the iPhone 17 Pro and Pro Max models, along with the absence of black and white color options-which are popular among Korean consumers-appear to be among the reasons. As a result, demand seems to have shifted from the Pro models to the standard model."

However, during the initial phase of carrier pre-orders, trends were similar to previous years. This is attributed to loyal iPhone customers primarily choosing the high-performance Pro models early in the pre-order period. At SK Telecom’s official online store, T Direct Shop, the iPhone 17 Pro was the most pre-ordered model during the initial pre-order phase. Customers who chose the iPhone 17 Pro accounted for around 40% of all pre-orders on T Direct Shop. In terms of color preferences, white was the most popular choice for the iPhone 17 and iPhone Air, while silver was more favored for the iPhone 17 Pro and 17 Pro Max.