The upcoming iPhone 17 series launch has brought about significant changes in Vietnam’s tech market. In previous years, cross-border traders took advantage of the one- to two-week gap between Vietnam and international markets to profit from price differentials, ranging from a few million to tens of millions of VND per device. However, with Apple now including Vietnam in the early launch group, local consumers will be able to purchase the iPhone at the same time as Singapore and Thailand.
The heyday of cross-border trading is over
Mr. T., a long-time trader in Hanoi, reminisces about past iPhone seasons, especially during the launch of the iPhone 14, 15, and 16, when Vietnam was still in the late launch group. He used to fly to Singapore or Thailand and queue overnight to bulk-buy devices.
“There were customers willing to pay 70 to 100 million VND to get their hands on the new iPhone on the very first day. Each queuer was allowed to purchase two devices, and I, along with my friends, could make a substantial profit in one trip, even after accounting for the cost of the ‘cross-border’ iPhone. We could even sell our queue spots for a quick profit,” he shared.
Mr. H., an iPhone cross-border trader in Ho Chi Minh City, also attested to the profitability of bringing in iPhones early. Apart from the direct price differential, traders could also benefit from additional deposits from high-paying customers and building valuable connections.
“VIP customers were willing to pay double or triple the retail price to be the first to own the new iPhone. But this year, that opportunity is gone,” he sighed.
The main reason for this shift is that Vietnam has been upgraded to the early launch group. According to information from some retailers, the iPhone 17 will go on sale at 8:00 AM on September 19, simultaneously with Singapore and Thailand, and just a few hours after markets like Australia and Japan. This has effectively eliminated the time gap between official and cross-border sales.
Vietnam’s market upgrade
According to the schedule, Apple will unveil the iPhone 17 series at midnight on September 10 (Vietnam time). Immediately after the event, local dealers will start taking deposits on September 12. Additionally, according to a representative of a retail chain, Apple has implemented a new regulation for all Vietnamese dealers, allowing them to deliver devices only from 8:00 AM on September 19.
“In the past, some retailers chose to deliver devices at midnight to create a hype event. However, this year, we have to comply with Apple’s stipulated timeframe. This helps stabilize the market and eliminates the need for customers to queue up overnight,” shared a manager from a distribution company, who wished to remain anonymous.
Vietnamese customers queueing to buy iPhones
The manager also added that if Vietnam were to launch the iPhone 17 simultaneously with the first group of countries, there would likely be an immediate shortage of supply. After the initial launch, the availability in Vietnam is expected to remain limited, as Apple still prioritizes allocating a larger volume to key markets like the US and Europe, while Vietnam has not yet achieved the same level of priority.
This event marks the first time Vietnam officially launches the iPhone alongside other countries in the region, such as Singapore, Thailand, and Malaysia, all of which have official Apple Stores. Leaked information also suggests that the iPhone 17 series will include the iPhone 17 Air (the thinnest model to date, replacing the Plus line), iPhone 17, iPhone 17 Pro with a new frame material, and iPhone 17 Pro Max with a larger battery capacity.
A representative of a major distribution system commented, “Vietnam’s inclusion in the first group of markets not only enables local consumers to access the iPhone earlier but also eliminates the cross-border trading that used to create significant price differentials.”
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