iPhone 17 Series Sales in Taiwan Surge 12% Year-on-Year Over 9 Months, Future Price Cuts Unlikely

Sales data from physical retailers and Jiesheng Communications' stores indicates that from the launch of the iPhone 17 series and iPhone Air in September 2025 to May 2026, over 1.97 million new and existing iPhone units were sold across Taiwan, a significant 12% increase compared to 1.76 million units during the same period last year.

Jiesheng Communications observed that the iPhone 17 series and the newly launched iPhone Air alone accounted for as much as 89% of total sales volume, defying previous market predictions of a sales slump toward the end of the product cycle. This strong performance signals that the market is now entering a product gap period with tightened pricing strategies, making it unlikely for future channel prices to drop more than 10%.

Jiesheng Communications analyzed the sales performance of the iPhone 17 series and iPhone Air, noting that the high-end iPhone 17 Pro series, despite only experiencing an average 7% price drop in the market, demonstrated remarkable revenue-generating power, accounting for 58% of Apple's total sales volume in Taiwan.

This was primarily driven by rumors of soaring production costs due to next-generation chip manufacturing processes, which triggered a preventive purchasing mindset among previously hesitant consumers, becoming the key driver behind higher average transaction values at retail channels. Notably, thanks to Apple's strategic doubling of base storage capacity, consumers increasingly prioritized the 256GB model, followed by the 512GB variant, indicating that high-capacity models have gained significant momentum in demand.

Meanwhile, the ultra-slim iPhone Air, initially viewed as poorly positioned and overlooked at launch, saw a sharp price drop due to strategic price reductions by retailers to boost sales. The 256GB model became the best-selling variant, successfully entering the top ten rankings. Later, the 512GB model saw a price gap of up to NT$9,410, triggering strong end-of-cycle demand, as Apple fans were willing to pay a premium for its lighter, slimmer design and superior feel.

Jiesheng Communications noted that rising sales have also increased consumer expectations for the iPhone Air 2. There is widespread hope that the next model will adopt a 2-nanometer advanced chip to improve energy efficiency and fully address the first-generation model's most criticized weakness—battery life—ensuring longer practical usability while maintaining a slim profile.

Regarding inventory clearance of the previous-generation iPhone 16 series, the iPhone 16e (128GB) has become the most affordable entry-level iPhone on the market, with its unlocked price dropping to NT$17,190. Another variant, the iPhone 16e (256GB), recorded the largest channel price drop of 29%, amounting to a real price difference of NT$7,410.

Similarly, the iPhone 16 (256GB), which saw a 28% price reduction and a NT$9,410 price gap, sold out due to strong promotions at physical stores. However, its accumulated sales volume still ranks among the top 20 best-selling iPhone models across Taiwan.

With the upcoming autumn new product launch, many Apple fans are still debating whether to wait for the traditional price drops that typically follow new model releases.

Jiesheng Communications admitted that Apple has already begun strictly limiting shipments of older flagship models two months before the new launch. Combined with the ongoing global rise in semiconductor memory component prices, major retail channels have entered the final phase of inventory clearance. As a result, prices are unlikely to hit new lows; instead, once Apple officially discontinues models from its website, available units will become scarce and highly sought after. This means the supply of current flagship models will sharply contract before the new launch.

Therefore, for consumers with genuine upgrade needs, blindly waiting for post-launch price drops during the traditional autumn event could result in a shortage of available stock.