Vietnam might be among iPhone 17 debut markets

"We have been asked to prepare for a scenario in which the iPhone 17 goes on sale right after the launch event," a spokesperson for the smartphone retail chain said. "This suggests that Vietnam could be part of the first wave of countries selling the device."

Last year Vietnam received the iPhone 16 in the second, about a week after markets such as the U.S., Australia and Singapore.

"Apple usually makes the final decision at the last minute, but this recent request signals a shift," another retailer said.

The iPhone 16 Pro Max. Photo by VnExpress/ Huy Duc

The U.S. tech giant has traditionally prioritized markets with physical Apple Stores for early product releases. While Vietnam currently only has the Apple Store Online, neighboring countries like Singapore, Thailand and Malaysia have brick-and-mortar outlets.

"Apple may be changing its approach to the Vietnamese market, where consumers are eager to buy new models early even without a physical store," Hoang Tuan, owner of an Apple product retail store in Hanoi, said.

In recent years Vietnamese have increasingly opted for official distribution channels. The 15 and 16 launched in Vietnam just one week after their global debut, reducing the need for unofficial imports.

Sales of the two models exceeded VND1 trillion (US$38.3 million) on launch day, driven by strong demand for premium versions such as the Pro and Pro Max.

The iPhone 17 lineup in September is expected to have four models: 17, 17 Air, 17 Pro, and 17 Pro Max. The 17 Air is said to be a new ultra-thin design replacing the Plus variant.