At 1 a.m. Beijing time on September 10, 2025, Apple hosted its 2025 autumn new product launch event, themed "Highly Anticipated." The event showcased new products spanning over ten categories, including smartphones, smartwatches, and tablets. The iPhone 17 series stole the spotlight as the event’s centerpiece. Notably, the entire iPhone 17 lineup made its global debut on Tmall’s official Apple Store flagship, with prices starting at 5,999 yuan for the iPhone 17, 7,999 yuan for the iPhone Air, 8,999 yuan for the iPhone 17 Pro, and 9,999 yuan for the iPhone 17 Pro Max. The Tmall official Apple Store flagship has already opened pre-order channels. Customers can place pre-orders for available products starting at 8 p.m. on September 12, with official shipping set to begin on September 19. Furthermore, Tmall is offering national subsidies for the first time during the new product launch period, allowing customers to save 500 yuan instantly. The platform also supports 24-installment interest-free payment plans for the entire iPhone 17 lineup, costing only around 7.6 yuan per day. Consumers who opt to purchase new iPhones through trade-in programs can also enjoy additional subsidies of up to 2,000 yuan.