The 17 and iPhone Air became available at 8 a.m. on Friday, but customers waited outside overnight.
The main draw was the 17 Pro Max, Apple’s most premium model this year, priced from VND38 million (US$1,440).
With online stores selling out within minutes of opening pre-orders on Sep. 12, early queuing was seen as the only way to secure a device.
At reseller Top Zone on Nguyen Hue Street in HCMC, customers began reserving spots on the evening of Sep. 18.
The store set aside 300 units of the 17 Pro Max 256 GB for early walk-in customers while also fulfilling pre-orders. Similar to the queuing system in Singapore stores, each buyer was given a wristband to mark their spot in line.
When pre-orders opened at 7 p.m. on Sep. 12, retailers reported getting over 100,000 of them.
Mobile World said “an average of 44 deposits were placed every second” during the first 30 minutes, while ShopDunk reported more than 9,500 successful deposits in the first 15 minutes. On Apple’s online store, the 17 Pro Max 256 GB sold out in under 10 minutes.
The 17 Pro starts at VND35 million, while the Pro Max begins at VND38 million, VND3–4 million more than its counterpart last year.
All models this year have a minimum of 256 GB storage and 120 Hz displays. Apple also introduced a 2 TB version of the Pro Max, making it the most expensive iPhone to date at VND64 million.
But the high prices are no deterrent and the 17 Pro Max is the most sought-after model.
In Hanoi, ShopDunk, an Apple authorized reseller, opened sales for customers who queued overnight, though the number of devices was limited.
Overnight, many young people gathered at its Aeon Mall Long Bien store to register and be among the first to own the new iPhone.
Stores across the country were packed on launch morning.
Usually iPhones are launched first in markets with physical Apple Stores while Vietnam only has an online store. But Apple prioritizes markets with strong sales, and Vietnam’s soaring first-day sales have made it one of its most important markets in Southeast Asia.
Customers waited outside of retailer CellphoneS.
Minh Khoi, who has years of experience lining up for iPhones in Singapore, said the queues in Vietnam were large but orderly.
With Vietnam being in the first batch this year, the trend of traveling to Singapore or Thailand to buy iPhones on launch day has dwindled.
Inside a Di Dong Viet store, stacks of iPhones were piled for delivery to customers.
The four models this year, unveiled on Sep. 9, feature major hardware changes.
The iPhone Air, at 5.6 mm, is Apple’s thinnest phone ever, slimmer than the 5.8 mm Samsung Galaxy S25 Edge. It comes with a titanium frame, glossy finish and Ceramic Shield 2 coating on both sides for scratch and crack resistance.
The 17 Pro and Pro Max have got significant design changes with larger camera modules, aluminum bodies and better heat dissipation. The 17 retains the 16’s look but has a 120 Hz display and the new Apple A19 chip.
A robot greets and interacts with customers as they wait to receive their iPhones at a ShopDunk store.
At 8 a.m., crowds poured into stores to experience and collect their new iPhones.
Tuan Anh of HCMC, who had arrived early in the morning, was among the first to get his.
A loyal Apple customer who upgrades every year, he said: “I usually choose the Pro Max because it has a better camera and larger battery, and meets my demanding work needs.”
Inside a Minh Tuan Mobile store, 18,000 deposits were accepted during the pre-order period, 12% higher than last year.
Two middle-aged customers upgraded their old iPhones to the blue 17 Pro Max at a CellphoneS store.
At Viettel Store on Xa Dan Street in Hanoi, the things were hectic with dozens of early customers. Nguyen An Vuong of Thach That Ward said he had been there since 7 a.m.
Currently using a 14, he decided to upgrade to the 17 Pro Max in orange, 256 GB, because “the color is striking and this year’s iPhone has many breakthrough improvements.”
