Why is this happening right now? The reasons are quite straightforward. The iPhone 17 series is currently selling like hotcakes, not only in its key home market of the USA, but also in China. Market researchers are seeing double-digit year-over-year growth rates there, which is remarkable considering China has recently been a tough market for Western companies. Added to this is the “super cycle” wherein many people bought new smartphones during the coronavirus lockdown. Those phones are now old, the batteries are dead, the displays are scratched. It’s time to buy a new one.

Then there is the huge second-hand market. Between 2023 and mid-2025, 358 million used iPhones changed hands. Those who use such a device often buy a new model next. Furthermore, the foldable iPhone is finally expected in 2026, which will comes as a direct challenge to Samsung on its own turf. In parallel, an iPhone 17e, a more affordable model (a “Slim” or SE replacement), is intended to attract new customers. Bloomberg also reports that a complete design upgrade is planned for 2027. Meanwhile, Chinese manufacturers are struggling. Their domestic market is weak and supply chains are strained. Components are also expected to become more expensive starting in 2026. Apple and Samsung, with their deep pockets, have a significant advantage when it comes to purchasing components.