Chinese launch of new iPhone 8s proves a damp squib – but retailers hopeful the arrival of the ‘X’ will generate more interest

Apple’s new smartphones were given the cold shoulder by consumers in China on Friday, as they went on sale for the first time at official stores.

But some general retailers said they were sure the new iPhone 8, and iPhone 8 Plus – which start at 5,888 yuan (US$892) in the mainland – will quickly become available at lower prices than their official launch prices when they finally start to hit other shelves across the country. The top range iPhone X will become available next month, at 8,388 yuan (US$1,272). The official US prices will be US$699 and US$999.

Unlike previous new iPhone launches, when Apple Stores were normally swarmed with fanatic buyers but also scalpers, who would then sell them immediately for profit, there was relative calm at its key sites in China.

At the only official store in Shenzhen, for instance, less than a dozen people were queuing outside before the store opened to wait to pick up their new phones, despite the company putting up several rows of queuing railings outside and round the corner, to cope with what was clearly expected to be a potential scrum of buyers.

Only those who placed orders and made successful reservations online last week were able to collect an iPhone 8 handset in an Apple store on Friday, according to an Apple staff, adding that all other new products including the new Apple Watch, could be bought in the store right away.