Apple iPhone 18 Pro Series Sales Rise 3.1% Globally in First Three Weeks: Report

The latest models outperformed the iPhone 17 Pro series over the equivalent period a year earlier, with improved initial supply and higher prices for competing flagship smartphones from Chinese Android manufacturers contributing to the growth, the report said.

However, the overall increase concealed significant regional differences, with stronger demand in China offsetting weaker sales in markets such as the United States and Japan.

China drives growth as US and Japan see weaker demand

China recorded a 29 per cent year-on-year increase in sales of the iPhone 18 Pro series during the launch period, making it a major contributor to the global growth figure.

In contrast, sales declined year-on-year in the United States and Japan, where higher prices weighed on consumer demand.

According to Counterpoint Research, US consumers have not viewed the latest models as offering sufficiently significant improvements in features or design compared with their predecessors.

In Japan, the weaker exchange rate amplified price increases, contributing to softer demand for the new devices.

Sujeong Lim, associate director at Counterpoint Research, said it would become clearer in the coming weeks whether China’s stronger performance reflected sustained demand or purchases brought forward to the launch period.

Lim added that a recovery in sales volumes in the United States and Japan, along with the impact of the iPhone Duo launch scheduled for Week 43, would be important factors shaping near-term demand.

iPhone 18 Pro Max share slips slightly

The iPhone 18 Pro Max accounted for 56 per cent of total iPhone 18 Pro series sales during the first three weeks, compared with 57 per cent for its predecessor over the same period a year earlier.

Counterpoint Research attributed the slight shift partly to higher pricing and stronger demand growth in emerging markets, including India and Southeast Asia, where consumers showed greater preference for the Pro model over the Pro Max.

The figures indicate that while the larger premium model continued to account for the majority of series sales, its share edged lower during the initial launch period.

Longer replacement cycles weigh on upgrades

Tarun Pathak, research director at Counterpoint Research, said demand for the iPhone 18 Pro series varied across regions and that the firm would continue monitoring sales as the initial launch-driven demand normalised.

Pathak pointed to longer smartphone replacement cycles, memory-related price increases and broader macroeconomic uncertainty as factors weighing on consumers’ willingness to upgrade their devices.

However, he noted that even low single-digit growth in sales volumes could benefit Apple if buyers increasingly opt for higher-end models and additional upgrades within the Pro lineup.

iPhone Duo pre-bookings exceed supply

The report also said pre-bookings for the iPhone Duo remained strong, with demand currently exceeding supply.

The performance of the newly launched devices and the extent to which demand continues after the initial buying period will be important indicators for Apple’s smartphone business in the coming weeks.

Counterpoint Research’s findings suggest that the premium smartphone market remains uneven, with pricing, regional economic conditions and the perceived value of upgrades influencing sales across major markets.