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A customer holds up the new orange-colored iPhone 17 Pro Max smartphone inside an Apple retail store in Chongqing, China, on September 19, 2025.

Cheng Xin | Getty Images News | Getty Images

The iPhone 17 hit store shelves worldwide on Friday, drawing lines from Beijing to London.

But beyond the launch buzz, Apple is under pressure to prove itself, grappling with questions over its artificial intelligence plans, as well as increasing competition. 

Products on display for the first time include the iPhone 17 Pro, iPhone 17 Pro Max, and iPhone Air, as well as new Apple Watch and AirPods models.

While they were available for preorders in the U.S. from Sept. 12, the global launch holds particular significance as Apple takes on growing competition in overseas markets. 

China competition

One of those markets is China, where customers waited for hours — and even overnight — to get their hands on the new iPhone 

First in line at the Apple flagship Store in Sanlitun, Beijing, this morning, was Liu — he did not wish to be identified by his full name — who told CNBC that he had been queuing since 11 p.m. local time Thursday for his chance to pick up the iPhone 17 Pro Max.

A customer shows off his new iPhone 17 at Apple’s Regent Street store on Sept. 19.

Arjun Kharpal | CNBC

He said he was excited about the smartphone’s new color and exterior design, which Apple says has improved the phone’s heat dissipation. 

Notably, Liu also said he has changed to Apple from Huawei in recent years, saying he preferred the iPhone for daily use and entertainment. 

Another person, who wished to be identified only by his surname, Yang — an erstwhile Xiaomi user — said he had been waiting to get his hands on the latest iPhone, preferring its operating system. 

First reactions as iPhone 17 hits London

Apple’s latest iPhone models are shown on display at its Regent Street, London store on the launch day of the iPhone 17.

Arjun Kharpal | CNBC

So far, the signs are positive for the iPhone 17 series in China. Last Friday, JD.com — one of China’s largest ecommerce platforms — saw the first minute of iPhone 17 series preorders surpass the first-day preorder volume of last year’s iPhone 16 series, the company reported

At 10 a.m. local time on Friday, JD.com said that iPhone 7 trade-in sales were four times higher than the same period last year.

Other markets 

In the much smaller but affluent market of Singapore, the redesigned iPhone 17s were also met with fervor, with long lines forming outside Apple outlets across the city. 

Iman Isa and Daniel Muhamed Nuv, two young professionals in Singapore, both queued for hours at Apple’s outlet in the city’s iconic Marina Bay mall to buy iPhone 17 Pros, which they said were their first new phones in years. 

Citing the fresh design, longer battery life and improved camera, they said the new phones offer enough to keep them loyal to the Apple ecosystem.

WSJ’s Tim Higgins: Apple is facing a situation similar to the one Microsoft faced a generation ago

People lined up outside Apple’s Regent Street, London store on Sept. 19 to get their hands on the latest iPhone 17.

Arjun Kharpal | CNBC

“For the last five years, I’ve been in a pattern of constantly upgrading my phone, because every year Apple is bringing something new to the table,” one customer, Jasmine, said. “I just love having that experience of Apple every year.”

Meanwhile, Michael, who described himself as a content creator, said he was drawn by the battery and camera.

“I thought about going for the [iPhone] Air, but I just don’t know whether or not the battery is going to be able to hold up. And that single camera? I don’t know, it’s just a little bit off-putting on the back,” he said of Apple’s thin iPhone 17 offering.

Apple intelligence 

A successful iPhone 17 launch could help reassure Apple investors after a somewhat underwhelming rollout of its artificial intelligence features, which began late last year.

Speaking to CNBC’s “Squawk Box Europe” last week, Ben Wood, chief analyst at CCS Insight, lauded Apple’s latest product launches but said the company now needed to deliver on artificial intelligence. 

'Apple need to deliver on AI': says analyst

“There is no question that Apple needs to deliver on AI,” he said, noting that the company had “dropped the ball” last year by making big promises that failed to materialize.

“Apple has to catch up [in AI], but right now, I think they’ve got enough runway to be able to cope in the intervening period.”

– CNBC’s Eunice Yoon contributed to this report

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These underperforming groups may deliver AI-electric appeal. Here’s why.

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These underperforming groups may deliver AI-electric appeal. Here's why.

Reshoring and infrastructure products could be the next ETF play after AI, say ETF experts

Industrial and infrastructure stocks may soon share the spotlight with the artificial intelligence trade.

According to ETF Action’s Mike Atkins, there’s a bullish setup taking shape due to both policy and consumer trends. His prediction comes during a volatile month for Big Tech and AI stocks.

“You’re seeing kind of the old-school infrastructure, industrial products that have not done as well over the years,” the firm’s founding partner told CNBC’s “ETF Edge” this week. “But there’s a big drive… kind of away from globalization into this reshoring concept, and I think that has legs.”

Global X CEO Ryan O’Connor is also optimistic because the groups support the AI boom. His firm runs the Global X U.S. Infrastructure Development ETF (PAVE), which tracks companies involved in construction and industrial projects.

“Infrastructure is something that’s near and dear to our heart based off of PAVE, which is our largest ETF in the market,” said O’Connor in the same interview. “We think some of these reshoring efforts that you can get through some of these infrastructure places are an interesting one.”

The Global X’s infrastructure exchange-traded fund is up 16% so far this year, while the VanEck Semiconductor ETF (SMH), which includes AI bellwethers Nvidia, Taiwan Semiconductor and Broadcom, is up 42%, as of Friday’s close.

Both ETFs are lower so far this month — but Global X’s infrastructure ETF is performing better. Its top holdings, according to the firm’s website, are Howmet Aerospace, Quanta Services and Parker Hannifin.

Supporting the AI boom

He also sees electrification as a positive driver.

“All of the things that are going to be required for us to continue to support this AI boom, the electrification of the U.S. economy, is certainly one of them,” he said, noting the firm’s U.S. Electrification ETF (ZAP) gives investors exposure to them. The ETF is up almost 24% so far this year.

The Global X U.S. Electrification ETF is also performing a few percentage points better than the VanEck Semiconductor ETF for the month.

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How tariffs and AI are giving secondhand platforms like ThredUp a boost

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How tariffs and AI are giving secondhand platforms like ThredUp a boost

At ThredUp‘s 600,000-square-foot warehouse in Suwanee, Georgia, roughly 40,000 pieces of used clothing are processed each day. The company’s logistics network — four facilities across the U.S. — now rivals that of some fast-fashion giants.

“This is the largest garment-on-hanger system in the world,” said Justin Pina, ThredUp’s senior director of operations. “We can hold more than 3.5 million items here.”

Secondhand shopping is booming. The global secondhand apparel market is expected to reach $367 billion by 2029, growing almost three times faster than the overall apparel market, according to GlobalData.

President Donald Trump’s tariffs were billed as a way to bring manufacturing back home. But the measures hit one of America’s most import-dependent industries: fashion.

About 97 percent of clothing sold in the U.S. is imported, mostly from China, Vietnam, Bangladesh and India, according to the American Apparel and Footwear Association.

For years, Gen Z shoppers have been driving the rise of secondhand fashion, but now more Americans are catching on.

“When tariffs raise those costs, resale platforms suddenly look like the smart buy. This isn’t just a fad,” said Jasmine Enberg, co-CEO of Scalable. “Tariffs are accelerating trends that were already reshaping the way Americans shop.”

For James Reinhart, ThredUp’s CEO, the company is already seeing it play out.

“The business is free-cash-flow positive and growing double digits,” said Reinhart. “We feel really good about the economics, gross margins near 80% and operations built entirely within the U.S.”

ThredUp reported that revenue grew 34% year over year in the third quarter. The company also said it acquired more new customers in the quarter than at any other time in its history, with new buyer growth up 54% from the same period last year.

“If tariffs add 20% to 30% to retail prices, that’s a huge advantage for resale,” said Dylan Carden, research analyst at William Blair & Company. “Pre-owned items aren’t subject to those duties, so demand naturally shifts.”

Inside the ThredUp warehouse, where CNBC got a behind-the-scenes look. automation hums alongside human workers. AI systems photograph, categorize, and price thousands of garments per hour. For Reinhart, the technology is key to scaling resale like retail.

“AI has really accelerated adoption,” said Reinhart. “It’s helping us improve discovery, styling, and personalization for buyers.”

That tech wave extends beyond ThredUp. Fashion-tech startups Phia, co-founded by Phoebe Gates and Sophia Kianni, is using AI to scan thousands of listings across retail and resale in seconds.

“The fact that we’ve driven millions in transaction volume shows how big this need is,” Gates said. “People want smarter, cheaper ways to shop.”

ThredUp is betting that domestic infrastructure, automation, and AI will keep it ahead of the curve, and that tariffs meant to revive U.S. manufacturing could end up powering a new kind of American fashion economy.

“The future of fashion will be more sustainable than it is today,” said Reinhart. “And secondhand will be at the center of it.”

Watch the video to learn more.

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AI anxiety on the rise: Startup founders react to bubble fears

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AI anxiety on the rise: Startup founders react to bubble fears

Markets were on edge this week as a steady stream of negative headlines around the artificial intelligence trade stoked fears of a bubble.

Famed short-seller Michael Burry cast doubt on the sustainability of AI earnings. Concerns around the levels of debt funding AI infrastructure buildouts grew louder. And once high-flyers like CoreWeave tanked on disappointing guidance.

CNBC’s Deirdre Bosa asked those at the epicenter of the boom for their take, sitting down with the founders of two of the buzziest AI startups.

Amjad Masad, founder and CEO of AI coding startup Replit, admits there’s been a cooldown.

“Early on in the year, there was the vibe coding hype market, where everyone’s heard about vibe coding. Everyone wanted to go try it. The tools were not as good as they are today. So I think that burnt a lot of people,” Masad said. “So there’s a bit of a vibe coding, I would say, hype slow down, and a lot of companies that were making money are not making as much money.”

Masad added that a lot companies were publishing their annualized recurring revenue figures every week, and “now they’re not.”

Navrina Singh, founder and CEO of startup Credo AI, which helps enterprises with AI oversight and risk management, is seeing more excitement than fear.

“I don’t think we are in a bubble,” she said. “I really believe this is the new reality of the world that we are living in. As we know, AI is going to be and already is our biggest growth driver for businesses. So it just makes sense that there has to be more investment, not only on the capability side, governance side, but energy and infrastructure side as well.”

Watch this video to learn more. 

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