The moment everyone has been waiting for! The arrival of the iPhone 17 isn't just another smartphone launch—it's an annual event that captures everyone's attention.
As soon as the launch event began (September 9, 2025), every platform simultaneously transformed into a battlefield of opinions. This phenomenon reflects that the iPhone isn’t merely a communication device, but has become part of pop culture that can shape conversation trends and reflect people’s needs in the digital age.
Dataxet has collected data from social media through the dxt:360 to track and listen to consumer feedback in online communities (Social Listening) during August 21 – September 22, 2025, covering both pre- and post-launch periods of the iPhone 17 Series to analyze and extract insights from actual consumer responses in the online world.
Throughout the data collection period (August 21 – September 22, 2025), discussions about the iPhone 17 on social media generated over 8,614,245 total engagements, including likes, shares, comments, and reposts. This reflects that consumer interest in the iPhone remains strong and has become a major topic that all platforms collectively discuss and engage with every development of this launch.
#iPhone17: When Trends Are Driven Through Hashtags
In the social media era, hashtags serve as clear drivers of conversation and trend-setters among consumers. For the iPhone 17 launch, the most used hashtags were:
- #iPhone17 and #iPhone17Pro – Direct discussion of the new devices, including reviews, features, and personal opinions
- #Apple – Covering overall Apple brand discussions, including products and various activities
- #AppleEvent – Showing interest in the launch event, presentation format, and audience excitement
These top hashtags collectively account for 55.2% of all hashtag usage. There were also other frequently used hashtags like #iPhoneAir and #iPhone17ProMax, reflecting special consumer interest in each model. Posts with high engagement often included hashtags, showing that hashtags not only create visibility but also help “expand conversations” and make content widely shareable.
8 Hot iPhone 17 Topics: 'Design' Engagement Nearly Doubles 'Features'!
Data from dxt:360 reveals that the iPhone 17 Series launch created widespread online discussion with various main topics people brought up, both in terms of expectations and criticism. These can be ranked by engagement proportion as follows:
Review (19.5%): After the launch event concluded, reviews from gurus, influencers, and various media played a major role. This was the most discussed topic with 19.5% engagement. Social media users referenced these reviews, shared them, or used them as starting points for debates—from comparing rumors and pre-launch expectations to feelings from actually experiencing and using the real device.
Comparison (17.1%): Comparisons remain unavoidable in the smartphone market, divided into comparisons with competitor brand smartphones (14.1%) and iPhone-to-iPhone comparisons (3%). This reflects that consumers don’t just look for differences from previous iPhone models but also want to weigh the iPhone 17’s strengths and weaknesses against other market brands.
Appearance & Design (16.8%): External design was heavily discussed with 16.8% engagement. Consumers showed interest in “camera repositioning,” “changed production materials,” and new colors like “Cosmic Orange” never seen before. These were viewed as key selling points that sparked social media conversations, both in admiring uniqueness and comparing with previous iPhone models.
Price (14.1%) และ Promotion (8%):
Price remains a hot topic widely discussed. iPhone 17 pricing was compared with both previous models and competitor smartphones, especially regarding “value for money.” There were consumer voices questioning why, despite the Thai Baht strengthening, iPhone prices in Thailand didn’t decrease as expected. This issue further stimulated questions about Apple’s pricing strategy and created perception pressure about iPhone 17’s value proposition.
Additionally, social media showed interest in promotional campaigns from mobile network providers shared on social platforms, which still significantly influence persuasion and purchase decisions post-launch.
Features (10.9%): iPhone 17’s new features were continuously discussed, with many social media opinions questioning the “value” of added technology and “development of new smartphone trends.” There were doubts about whether Apple keeps pace with competitors. Some viewed it as upgrades that enhance user experience and add value, but others felt many features might not stand out enough to differentiate from competitors.
Apple Event (8.2%): The launch event was another highlight discussed, as many consumers on launch day showed interest in Apple’s unique storytelling, smooth and attractive presentation format that created an atmosphere encouraging continuous following throughout the event. It also discussed experiences from hands-on trials at retail stores, extending momentum from the stage event to tangible real experiences.
Gadget and Other Devices (5.4%):
Beyond the iPhone itself, there was discussion of accessories and other devices launched simultaneously. Most opinions connected to “integrated ecosystem usage,” which became another Apple strength making consumers feel they’re not just buying a smartphone, but buying a complete experience package.
These engagement proportions reflect that iPhone 17 discussions weren’t limited to just the product itself, but included “comprehensive experiences” from launch event storytelling to actual usage and purchase decisions.
Social Media Spotlight: 'Appearance and Design' Outshines Features
Because external appearance is something consumers can “see and feel immediately,” unlike internal device features or technology that require time to explain or actual usage trials, the iPhone 17 comes with designs different from previous models—such as thinness, new colors, and changed production materials—all easily shareable topics that spark social media debates.
iPhone 17 Orange: From "New Color" to Social Media Memes
One heavily discussed trend was Cosmic Orange, a new iPhone 17 color that, beyond being discussed design-wise, saw many social media users share device images and use them “satirically/jokingly,” quickly becoming widespread memes with new nicknames reflecting humor and creativity like “Thai Tea Color,” “Monk Robe Color,” or “Salmon Color,” creating fun debate atmospheres and participation not limited to device quality discussions.
The iPhone thus isn’t just a technology product, but also a creator of trends and entertainment content on social media. Sharing memes and giving playful names to new colors not only makes the iPhone 17 more memorable but also extends momentum for iPhone discussions post-launch.
iPhone 17 Series Review Trends After Apple Event
Review Formats Include:
- Initial Product Previews: Immediate post-Apple event content previewing iPhone 17 Series features, testing new systems mentioned in the launch event for novelty and interest levels.
- Real Usage Reviews: Content reviewing actual use of all 4 new iPhone models. This year’s iPhone 17 Series reviews were diverse with clear distinct highlights—iPhone 17 standard became the best value option in years, while iPhone 17 Pro/Pro Max remained top-tier models emphasizing maximum performance. iPhone Air introduced a new category emphasizing extreme thinness and lightness but traded off various limitations like single rear camera, mono speaker, and smaller battery. Comparisons between new models and older versions showed differences and purchase value.
- Teardown Content: Content dismantling iPhone 17 Pro Max to examine component arrangements like cameras, CPU, cooling systems, and changes from previous models, especially the new Vapor Chamber cooling system providing better heat dissipation.
- Other Content Varieties: Color reviews of all newly launched models comparing actual devices with advertising images, photography samples from new iPhone models compared with previous iPhone versions.
iPhone 17 Series: Different Platforms, Different Insights
Following the launch of 4 new iPhone models—iPhone 17, iPhone Air, iPhone 17 Pro, iPhone 17 Pro Max—at the Apple event starting September 9, 2025, 10:00 AM (US time) or midnight September 10 (Thai time), various social media channels began reviewing these products.
TikTok
Total Engagement: 5,958,493
Top 3 categories: Review, Compare iPhone models with Other Models, Price
- Review: Reviews of new iPhone models upon receiving actual devices—iPhone Air’s thinness, iPhone 17’s value, and new features with iOS 26
- Compare: Popular comparisons between iPhone 16 and 17 (both standard and Pro Max) showing differences and purchase value
- Price: Popular opinion videos about iPhone 17 Series’ high pricing and price comparisons with previous iPhone models post-launch
Total Engagement: 2,083,624
Top 3 categories: Apple Event, Appearance, Review
- Apple Event: Atmosphere of waiting and receiving iPhone 17 Series at Apple Store Central World and iPhone 17 Series launch at Apple Event
- Appearance: Popular discussions on new iPhone designs—ultra-thin iPhone Air, camera design, and iPhone 17 Pro/Pro Max’s striking orange color
- Review: Popular teardown content of iPhone 17 Pro Max components, color reviews, and photography sample reviews
Total Engagement: 258,654
Top 3 categories: Apple Event, Appearance, Gadget and Other Devices
- Apple Event: Popular summaries of iPhone 17 Series Apple Event launch
- Appearance: Popular new iPhone designs—ultra-thin iPhone Air, camera design, and iPhone 17 Pro/Pro Max designs
- Gadget and Other Devices: Popular accessory ecosystem integration topics like AirPods Pro 3, Apple Watch Series 11
X
Total Engagement: 190,254
Top 3 categories: Appearance, Price, Gadget and Other Devices
- Appearance: Popular new iPhone designs, material changes back to aluminum, colors
- Price: Popular iPhone model price summaries by capacity and Thai market pricing
- Gadget and Other Devices: Popular other Apple devices launched alongside iPhone 17 Series like AirPods Pro 3, Apple Watch Series 11
YouTube
Total Engagement: 123,220
Top 3 categories: Review, Apple Event, Features
- Review: Popular reviews of actual new iPhone devices—ultra-thin iPhone Air, striking orange iPhone 17 Pro/Pro Max, and new features
- Apple Event: Popular launch event summaries and pre-event product rumors
- Features: Popular summaries of new iPhone features regarding purchase worthiness and novelty
Each platform showed different hot topics post-iPhone 17 Series launch: TikTok emphasized reviews, comparisons, and pricing; Facebook focused on launch atmosphere, design, and new colors; Instagram concentrated on design and accessories; X emphasized price summaries and design; YouTube went deep into actual device reviews and new features. This reflects diverse interest aspects according to platform usage patterns.
Real Experience After Device Receipt: When Expectations Meet Reality
After consumers began receiving iPhone 17 devices on September 19, social media conversations shifted from launch day excitement to “real usage feedback.” Social media data collection revealed some issues became controversial topics, especially frequently mentioned usage problems:
Common Issues Reported:
- Easy Scratching and Color Peeling: Some users shared images of devices with scratches or peeling colors despite brief usage, disappointing many who felt materials weren’t as durable as expected and didn’t justify the price paid.
- Overheating and Color Changes at High Temperatures: Overheating problems during certain usage, especially gaming or intensive processing features. Some colors reportedly changed tones at higher temperatures, creating both surprise and concern, affecting long-term usage confidence.
- Fragile Structure of iPhone 17 Pro Series: Cases of users sharing images of cracked/broken devices at antenna joints, linked to new unibody design where Apple attached camera modules to plastic antennas before joining with the device body. While this design improves signal reception, it made these areas vulnerable to damage, with many complaints saying “the original materials and structure were fine and at least more durable.”
These voices reflect exceptionally high consumer expectations for Apple due to the brand image always communicating that products come with the highest standards in both design and quality. Although these problems occurred in only some cases, they spread rapidly on social media and became questioning points about whether “Apple still maintains the standards that were once its strength.”
Ultimately, these trends show that real user voices not only directly impact brand image and credibility but also become tests of the brand’s ability to handle expectations and build consumer confidence long-term.
All data analyzed for insights were collected from dxt:360 (Social Listening and Media Monitoring Platform) by Dataxet Limited, with data collected between August 21 – September 22, 2025.
By Passawit Pinijnart, Phornchanit Plienpho
