Apple iPhone 18 Pro Sales Jump 12% in China Launch Week, Bucking Market Downturn

Apple Inc.'s (NASDAQ: AAPL) new iPhone 18 Pro series saw a 12% year-over-year sales increase in its first week in China, propelling the company to the top of the country's smartphone market despite a broader industry downturn, according to a new report from Counterpoint Research.

Strong Pro Performance

During Week 38 of the year, covering September 14-20, Apple captured 33% of China's total smartphone sales, a remarkable feat given the iPhone 18 Pro series was only available for the final three days of that period, the research firm noted. The strong performance highlights significant initial demand for Apple's premium offerings in the key market.

Counterpoint Senior Analyst Ivan Lam suggested two key factors may have contributed to the Pro models' success. The delayed launch of the standard iPhone 18 model could have prompted some consumers to upgrade to the more expensive Pro versions. Additionally, price hikes of over $200 on several competing Chinese flagship phones may have enhanced the iPhone Pro's relative value proposition for consumers.

Broader Market Weakness

Apple's successful launch stands in stark contrast to the performance of the wider Chinese smartphone market. According to Counterpoint, the market has experienced a double-digit annual decline in weekly sales since July, weighed down by soft consumer demand and rising memory component costs.

Ad

Even with the boost from new product launches, the market remains weak. Overall smartphone sales in China during Week 38 were still 17% below the comparable week in 2025, underscoring the challenging macroeconomic environment facing device manufacturers.

Competitive Landscape

Apple's gains come as domestic competitors, including Huawei with its new Pura X View model, also introduce new flagship devices ahead of the National Day holiday. However, these manufacturers face pressure from rising costs for memory and advanced 2-nanometer chips, which is pushing up retail prices.

Counterpoint projects that the latest generation of Chinese flagship models will likely record lower fourth-quarter sales than their predecessors. This dynamic could provide Apple with a sustained competitive advantage in the premium segment for the remainder of the year.