From long queues to AI debates: Singaporeans react to Apple’s iPhone 17 launch

Apple’s iPhone 17 series has captured global attention, with Singapore standing out as a particularly engaged market. According to media intelligence firm CARMA, local interest spiked across X, Reddit, YouTube, and HardwareZone between 24 August and 24 September 2025.

Launch-day scenes saw long queues outside Apple stores, as fans eagerly lined up to secure the latest models. Social media sentiment mirrored this excitement: 45% of online mentions were positive, 9% negative, and 46% neutral. Much of the conversation centered on the iPhone 17 Pro and iPhone 17 Pro Max, with netizens debating their value compared with older models and each other.

Apple’s new personal AI system, Apple Intelligence, also drew attention. While comparisons with Microsoft and Google generated curiosity, mentions in Singapore skewed negative, with many questioning whether Apple Intelligence lagged behind its competitors.

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In addition, CARMA data shows that discussion tapered off in the weeks following the launch, reflecting the typical spike-and-settle pattern of high-profile tech releases. Men dominated the conversation, accounting for over 70% of users discussing the iPhone 17, with nearly half aged 25 to 34. Everyday users drove most chatter on forums such as HardwareZone and X, while influencers and media outlets remained the most engaged accounts shaping opinions.

Other hot topics included Apple’s shift to eSIM-only models, which sparked debates over transfer processes, potential costs, battery life implications, and regional differences compared with physical SIM cards. Durability concerns also emerged, particularly for darker-coloured models, with reports of scratches and scuffs prompting discussion among Singaporean users.

The iPhone 17 launch also invited comparisons with Apple’s iPhone 16 release in 2024. Singaporean netizens contrasted Apple with competitors such as Huawei, with innovation dominating the conversation. Huawei’s Mat XT tri-fold smartphone secured over four million pre-orders, while Apple’s iPhone 16 drew more cautious reactions, especially as its AI features were still in test mode. Key iPhone 16 features—including improved cameras and the A18 Pro chip—sparked discussion, but chatter was tempered by concerns over price and limited design changes.

Positive conversations about the iPhone 16 focused on the AI feature “Glowtime,” camera control, and the device’s design, representing roughly 45% of mentions. Dissatisfaction accounted for around 9%, while the remainder remained neutral, reflecting measured interest rather than outright excitement.

Asia dominates global chatter

The iPhone 17 launch also made waves internationally, with Apple unveiling the iPhone 17, Apple Watch, AirPods, and the new iPhone Air, all packed with AI-driven enhancements. Highlights included the AirPods Pro’s automatic translation of spoken text and Apple Watch models leveraging machine learning to flag high blood pressure risks.

Asia accounted for 43% of all iPhone 17 mentions globally, reinforcing the region’s role as a key driver of online conversation. Overall sentiment skewed positive, with 52.7% of posts expressing approval and only 9.5% negative.

Compared to the iPhone 16 launch, engagement around the iPhone 17 was even more robust. While the iPhone 16 saw excitement over improved cameras, larger displays, thinner bezels, and faster A18 chips, the iPhone 17 discussions focused on Apple’s shift to eSIM-only models, with netizens voicing concerns about physical SIM card availability. The new colour options also drew attention, particularly the absence of a classic black variant.

“The excitement around Apple’s launch in Singapore shows how consumers now treat tech releases as cultural events, both online and offline. The queues outside stores and the discussions around AI and camera features reflect a deeper investment in technology that makes daily life easier and more productive. For marketers, this kind of anticipation represents rare, earned attention that few brands achieve," said Divika Jethmal, head of marketing, CARMA.

Interestingly, not all Asian markets shared the same enthusiasm. While users in markets such as Hong Kong showed admiration for its design aesthetics and upgraded features, Malaysian social media users on the other hand, stood out as the most critical with 42% positive, 24% negative and 34% neutral. 

Malaysia's discussions were unique for framing the iPhone launch through political and ethical lenses rather than consumer excitement. Mentions from Malaysia also carried the highest proportion of negative sentiment, largely driven by activism and ethical criticisms surrounding the brand. In fact, the launch saw a flashmob protest outside the Apple Store in The Exchange TRX mall, with activists calling for boycott against the tech giant.  

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