Vietnam records 100,000 iPhone 17 pre-orders on launch day

The iPhone 17 Pro Max at the launch event at Apple Park, California on Sept. 9, 2025. Photo by VnExpress/Tuan Hung

Vietnam was among the first markets to get the iPhone 17 series alongside the U.S. and Singapore, with pre-orders opening at noon on Sept. 12 and deliveries beginning a week later.

"At peak, an average of 44 orders were placed every second, with 80,000 logged in the first 30 minutes — a new record for us," a representative of The Gioi Di Dong told VnExpress.

Other retailers also reported overwhelming demand on the launday. ShopDunk received 9,500 orders and Di Dong Viet 9,200 in 15 minutes, Hoang Ha Mobile 12,000 in 12 hours, CellphoneS more than 20,000 in four hours, and Viettel Store over 63,000 by the end of the day.

These figures exclude Apple Store Online and some authorized resellers. Customers were required to place a minimum deposit of VND1 million ($37.9) to reserve a phone.

As in previous years, the Pro Max was the most sought-after model. The 256 GB version priced at VND38 million ($1,490) sold out on Apple’s online store in under 10 minutes. ShopDunk said Pro Max models accounted for 85% of its sales, while Viettel Store reported that most customers preferred orange and silver versions.

The Pro Max models proved to be the most popular, just like the previous years. On Apple’s online store, the 256 GB version of the iPhone 17 Pro Max, priced at VND38 million, sold out in less than 10 minutes.

Nguyen Quang Vinh, retail director at ShopDunk, said Pro Max models accounted for 85% of its sales, while Viettel Store reported that most customers preferred orange and silver versions.

"Orders flooded in on Friday night, briefly overloading our website. Around 70% were for the iPhone 17 Pro Max, and 80% of those were in orange or silver," a Viettel Store representative said.

The surge in demand has already strained supply. Apple said buyers who ordered after the first 10 minutes would get their devices between Sept. 27 and Oct. 4, while FPT Shop warned deliveries could stretch to Oct. 19. Retailers admitted pre-orders have already exceeded available stock and will be fulfilled in the order received.

"Demand has outstripped the initial supply in Vietnam, and orders at our store are already beyond available stock," a Mobile World representative said, noting that deliveries will be fulfilled in the order received.

Globally, the Pro models will cost US$100 higher than the 16, while in Vietnam the difference will be around VND3 million ($114).

The 17 Pro will start at VND35 million, matching the price of last year’s 16 Pro Max, and the 17 Pro Max at VND38 million.

The standard 17 will be priced from VND25 million, and the Air at VND32 million to be positioned between the 16 Plus and 17 Pro models.