Apple, as expected by most analysts and even ordinary consumers, is entering a new stage of development. The company’s change in design philosophy coincided with the highly successful launch of the iPhone 17, not in the United States or Europe, but in one of the most strategically important markets — China. These two events make it clear, even to analysts, that relying on functionality instead of design sophistication and reducing compromises is starting to bring results.
The market reacted immediately, and Apple’s shares strengthened, pulling the entire high-tech sector with them. The classic decline after the presentation shifted into an active correction phase. And given that the company’s capitalization remains one of the largest in the Dow Jones index, the positive dynamics of Apple’s securities had a noticeable impact on the movement of Dow futures, thereby supporting the American market overall.
The series of departures from Apple of an entire generation of designers led by Jony Ive is steadily weakening the momentum of his influence. Ive has been setting the tone for decades, prioritizing device aesthetics even at the expense of technical capabilities. As a result, the thinness of the cases, even before the Air era in the iPhone lineup, was often more important than battery capacity or camera quality.
Regardless, this legacy is becoming a thing of the past. A new generation of designers now reports directly to CEO Tim Cook, who focuses on practicality and technical performance. Cook himself, according to reliable sources, prefers to stay away from their decisions. His avoiding unnecessary pressure allows teams to find a balance between design and functionality. In fact, Apple is returning to the original concept introduced by Steve Jobs, when design is not only what a device looks like, but also how it works.
The initial results of the new philosophy can already be seen in the iPhone 17 line. Unlike the thin but controversial iPhone Air, which sacrifices battery and cameras for a record 5.6 mm thickness, the base and Pro models have become more massive, but have gained tangible improvements, including larger batteries and advanced cameras. Users immediately appreciated this shift towards practicality. However, what stirred the most criticism online was Apple’s decision to bring back a unibody aluminum design in the iPhone 17 Pro series — a move many considered a step backward.
In China, where Apple’s position has weakened in recent years due to pressure from local brands, demand for the iPhone 17 has become much stronger than expected. The version with a 256 GB drive has become especially popular. In branded stores in Shanghai, the iPhone 17 Pro Max pickup time slots were sold out in 20 minutes, and in Guangzhou, customers must wait until mid-October for delivery.
Apple has segmented the product line correctly so that each model meets the needs of its audience. This has become important in reviving interest in such a competitive market. The only exception so far is the iPhone Air, as its sales in China have been delayed due to the lack of an eSIM permit. However, the three largest carriers are already ready to offer this smartphone as soon as regulators grant approval.