The Great Unboxing: Tracing the iPhone 17 in the Singapore Media

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Table of Contents

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1. The iPhone 17 Media Landscape
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2. From Hype to Reality: The Unfolding of iPhone 17

3. Decoding the Dialogue: TikTok Leads iPhone Discourse

4. Decoding the Dialogue: Key Themes of the iPhone 17

5. On the Other Side of the Industry: Recent Releases & Competitive Impact

6. Beyond the iPhone: The Halo Effect on Other Apple Devices During Pre-release Period

7. Beyond the iPhone: The Halo Effect on Other Apple Devices During Release Period

8. Beyond the iPhone: The Halo Effect on Other Apple Devices During Post-Release Period

9. Online News vs. Social Media: A Tale of Two Narratives

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1. The iPhone 17 Media Landscape

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Apple introduced the iPhone 17 and iPhone Air lineup, featuring colourful displays and the latest iOS 26.

The base iPhone 17 is powered by the A19 chip, while the rest is equipped with the more powerful A19 Pro chip, which offers a faster six-core GPU and delivers exceptional visuals for advanced gaming.

To gauge the new models' impact, we explored  online and social media discussions in Singapore from 12 to 26 September 2025, tracking the conversations from the pre-release to post-release period. Analysis revealed the following key findings:

• Discourse centred on several key themes, including design and aesthetics, durability, and discussion of technical features and performance. The conversations also included model comparisons, reactions to the new iPhone Air, and celebrity-related discussions.
• Other Apple products announced and released alongside the iPhone 17 were generally well-received by users. Positive sentiment focused on upgraded features and designs. However, negative feedback expressed concerns about battery life, questioned the differentiation between models, and noted a preference for competing brands.
• The media coverage for the product release followed two distinct paths. Online news outlets provided official, market-oriented coverage, highlighting launch events, promotions, and strategic narratives. Meanwhile, social media's discussions were more organic and consumer-driven, focusing on user-generated content, personal reactions, and immediate conversations about product details.

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2. From Hype to Reality: The Unfolding of iPhone 17

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17 September 2025 - 40,441 Social Engagements

iPhone 17’s pre-release surge was fuelled by feature reveals, model comparisons, unboxings, reviews, and testings as part of pre-release programmes. Netizens expressed anticipation and excitement over the new iPhone, discussing details like colour preferences and pricings.

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19 September 2025 - 200,216 Social Engagements

iPhone 17 peaked on its release day, driven by the news of long queues for the new products, advertisements and promotions, and comparison with previous models and competitor brands. Netizens’ discourse also highlighted conversations about the quality of new iPhones, consumerist implications, and speculations of reselling.

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20 September 2025 - 10,384 Social Engagements

iPhone 17’s post-release data spiked a day after the release. Conversations focused on competitor news, price hikes, and boost in production. Meanwhile, social media conversations revolved around reviews and testings, retail availability, resale value, and conversations about alleged scratches in some models.

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3. Decoding the Dialogue: TikTok Leads iPhone Discourse

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TikTok generated the most engagement throughout iPhone 17's monitoring period, from the pre-release to the post-release phase.

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4. Decoding the Dialogue: Key Themes of the iPhone 17

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Analysis of social media comments and online discussions revealed several conversation categories:

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1. Design and Aesthetics

The iPhone 17's design generated significant discussion, with particular focus on the new colour options and camera module design.

The iPhone 17 line colours (specifically sage, lavender, and orange) received widespread praise, while the Pro models' design changes elicited more mixed reactions.

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Key verbatims:
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"I will definitely buy this but I’m stuck which colour is better. Sage or lavender? I’m eyeing the sage because it's a refreshing colour, but the lavender is also eye-catching."

"Which colour is better? Sage or lavender? I need help choosing.”

"That orange Pro Max though!"

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The camera module redesign on Pro models also sparked particular conversation:
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"Don’t be surprised when other phone manufacturers follow the design."

"Why did they paste a rectangle cover to level the camera?"

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2. Durability Concerns

Significant conversations emerged regarding the durability of the iPhone 17 Pro, iPhone 17 Pro Max, and iPhone Air models, particularly concerning the aluminium frames’ susceptibility to scratches.

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Key verbatims:
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"It’s aluminium, more prone to showing scratches. Since the iPhone 16 Pro and Pro Max are made of titanium, it’s going to have an even higher resale value now."

"That’s why you should always get the phone casing and screen protector!"

"They said scratch resistant, not crack resistant."

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The issue gained significant traction after display units in Apple Stores showed visible scratches within days of being put on display:
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"Even the display phones on the store get easily scratched from the magsafe display."


"Not surprised, the body after all is aluminium. It scratches quite easily."

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3. Technical Features and Performance

Discussions about technical features centred on key improvements, particularly the 120Hz ProMotion displays, camera enhancements, and overall performance.

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Key verbatims:
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"This year, the iPhone 17 really had a lot of changes – the screen size, camera, 120Hz ProMotion display, and the front camera."

"Most powerful iPhone ever!"

"iPhone 17 Pro Max is a good specs upgrade from the16 Pro Max."

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4. Model Comparisons and Purchase Decisions‍Purchase Decisions

Conversations also focused on comparing different iPhone 17 models with each other and with previous generations, as users debated which model offered the best value.
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Key verbatims:
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"Please advise me on which one to buy: iPhone 17 Pro Max or iPhone Air?"

"My work requires me to take high mag photos and videos at times, so I have to get the iPhone 17 Pro. If not for my work, I will pick the iPhone Air. It really has the wow factor and is really light, sleek, and full of elegance and class."

"I think I will get iPhone 16 Pro because after comparing it with the iPhone 17 base, 16 Pro has titanium body, ProMotion display for smoother scrolling, and triple camera with zoom. Basically, more heavy duty and even if the price depreciates, it would still be decent compared to the 17 base."

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5. iPhone Air Reactions

The new iPhone Air model generated significant interest as a novel form factor, with discussions focusing on its thinness and lightweight design.

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Key verbatims:
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"Please advise me on which one to buy: iPhone 17 Pro Max or iPhone Air?"

"My work requires me to take high mag photos and videos at times, so I have to get the iPhone 17 Pro. If not for my work, I will pick the iPhone Air. It really has the wow factor and is really light, sleek, and full of elegance and class."

"I think I will get iPhone 16 Pro because after comparing it with the iPhone 17 base, 16 Pro has titanium body, ProMotion display for smoother scrolling, and triple camera with zoom. Basically, more heavy duty and even if the price depreciates, it would still be decent compared to the 17 base."

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5. iPhone Air Reactions

The new iPhone Air model generated significant interest as a novel form factor, with discussions focusing on its thinness and lightweight design.
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Key verbatims:
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"I’d buy it because I like the slimness and probably the feel of it in my hands."

"iPhone Air is for people who don't care much about camera, but want lightweight, stylish, and durable phones."

"Design and hype-wise, I guess the iPhone Air will bea winner."

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6. Celebrity Conversations

Celebrities also became topics of conversation in regards to iPhone 17. Musician Jackson Wang starred in a campaign for iPhone 17, using it to shoot his new music video, "Let Loose". On the other hand, singer Eric Chou was mentioned after a fan threw an iPhone 17 Pro Max on stage at his concert.
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Key verbatims:
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"Jackson Wang x Apple = Let Loose."

"You can track the iPhone and easily find it even when it’s lost." (In regards to the fan throwing an iPhone on stage at Eric Chou’s concert)

"Did the iPhone's glass crack when it was thrown on stage?"

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5. On the Other Side of the Industry: Recent Releases & Competitive Impact

Simultaneous with iPhone 17, other smartphone brands also announced and released their respective devices around September 2025.

Samsung’s (79.0%) Galaxy S25 FE became available for purchase in Singapore around 12 September, the same time as Apple pre-orders become available. Users primarily compared its price point and value for money to iPhones.

It was reported that Xiaomi (21.0%) was moving up its launch timeline and going from the Xiaomi 15 generation to the new 17 series, matching Apple’s iPhone nomenclature with Xiaomi 17 Pro and 17 Pro Max models. Netizens had mixed reactions regarding the news, with some anticipating the release. Others noted the similarity in nomenclature and compared the features of the devices.
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6. Beyond the iPhone: The Halo Effect on Other Apple Devices During Pre-release Period

Coinciding with the iPhone 17 series, Apple also announced the release of several products, such as updated AirPods and Apple Watch models. Pre-release analysis revealed the following:
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AirPods Pro 3 garnered 49.3% of the social engagements.

• Favourable mentions (96.6%) anticipated the sound quality of the new AirPods model.  
• Some (3.4%) expressed concern over the potential short battery life.  

Apple Watch Ultra 3 gained 43.7% of the engagements.

• Positive sentiments (99.0%) were directed towards the sleek design and the upgraded features, such as the bigger battery, larger display, and 5G connectivity.
• A small number of users (1.0%) felt that there were not a lot of changes from the previous model series.

Apple Watch Series 11 received 4.6% of the social engagements.

• Positive feedback (100.0%) expressed excitement over the new features, such as the hypertension detection, sleep score, improved battery life, and scratch-resistant display. No negative feedback was captured during the pre-release monitoring period.  

Apple Watch SE 3 scored 2.4% of the social engagements.

• Positive mentions (100.0%) commended the upgrades, such as the Always-On Retina OLED display. No negative feedback was captured during the pre-release monitoring period.

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7. Beyond the iPhone: The Halo Effect on Other Apple Devices During Release Period

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Together with iPhone 17, updated AirPods and Apple Watch models were released. Analysis during the release period revealed the following:

AirPods Pro 3 took up 50.7% of the social engagements.

• Positive sentiments (75.0%) commented on the perceived improved sound quality.
• Negative feedback (25.0%) was directed towards missed discount deals.

Apple Watch Series 11 gained 36.8% of the social engagements.

• Favourable mentions (100.0%) expressed excitement about acquiring the watch and its new features. No negative feedback was captured during the monitoring period.

Apple Watch SE 3 gained 10.6% of the engagements.

• Positive sentiments (98.0%) were directed towards the perceived good performance of the watch.
• Negative sentiments (2.0%) questioned the difference between the various watch models.

Apple Watch Ultra 3 scored 1.9% of the engagements.

• Positive sentiments (99.0%) commended the functionality of the device and the battery life.
• Negative sentiments (1.0%) suggested purchasing lower tier Apple Watch due to their more affordable price point.

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8. Beyond the iPhone: The Halo Effect on Other Apple Devices During Post-Release Period

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Post-release analysis of other Apple products revealed the following:

AirPods Pro 3 dominated, garnering 96.6% of the social engagements.

• Favourable mentions (71.4%) praised the in-ear heart rate monitoring sensors, live translation, noise-cancelling feature, and microphone quality.
• Negative sentiments (28.6%) expressed preference for other brands, such as Bose, Sony, Technics, and Huawei due to perceived better functionality. Others also expressed preference for past AirPods models.  

Apple Watch Series 11 took up 1.5% of the engagements.

• Positive sentiments (100.0%) commended its compatibility with other Apple devices and into the Apple ecosystem. No negative feedback was captured during the monitoring period.

Apple Watch Ultra 3 gained 1.3% of the social engagements.

• Positive feedback (66.7%) praised the music and podcast streaming feature on the watch.
• Negative sentiments (33.3%) expressed preference for other brands, such as Garmin. A small number of user also found the Ultra 3 to be heavy and the Outdoor Warning System to be inaccurate at times.  

Apple Watch SE 3 captured 0.6% of the social engagements.

• Favourable mentions (100.0%) praised the functionality of the watch, perceived sleek design, and affordable price point. No negative feedback was captured during the monitoring period.

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9. Online News vs. Social Media: A Tale of Two Narratives

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This segment highlights the dominant narratives, key messages, and prevailing themes from the top stories surrounding iPhone 17.

A clear divergence in focus was observed between online news channels and social media during iPhone 17's pre-release. Online news emphasised official narratives and market analysis, covering topics such as buying guides, competitor news, consumer demand, and official pre-release reviews and feature announcements.

On the other hand, social media was driven by a more personal and immediate conversation, highlighting topics like unboxings, hands-on testings, model comparisons, colour options, and real-time experiences with pre-orders and pricing

During the release period, online news concentrated on launch-day events, reporting on long queues outside Apple stores, product promotions, and advertising campaigns. They also covered issues, including alleged complaints of scratches on some models in China.

Concurrently, social media conversations were more varied, encompassing the responses of fans, direct comparisons with previous models and competitor brands, discussions on consumerist implications, debates about product quality, and speculation surrounding resellers and scalpers.

In the post-release period, online news focused on a mix of official announcements and market-related stories. Coverage included competitor news, official advertisements, and reports on the boosting of iPhone production. Consumer issues were also reported, such as the alleged scratches on models, price hikes, and viral events like iPhones being thrown at celebrity events.

Social media, in contrast, was driven by more user-generated content and real-time updates. The conversation centred on hands-on reviews and tests, camera demos, and updates on retail availability. Social media users also discussed competitor news, the global hype surrounding the release, the resale value of the new phones, and the public discourse about the alleged scratches.