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, Beiji

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