The iPhone 18 Pro is proving a runaway success in China, with early figures suggesting demand has comfortably surpassed the levels set by the iPhone 17 Pro in the world’s second-largest smartphone market.
iPhone 18 Pro momentum builds in China
Apple has reportedly logged more than 7 million pre-orders for the iPhone 18 Pro and iPhone 18 Pro Max across the country, according to local media reports and industry tipster Ice Universe. One retailer noted that total sales revenue from the new handsets across the first three days of pre-orders was double the figure achieved by the iPhone 17 Pro over the same period last year.
Several retailers said the new models sold out in under a minute once pre-orders opened on 12 September. These results stand in contrast to early signals from the United States, where shipping dates for both models slid by only a couple of weeks, and in some cases a few days, shortly after pre-orders began, hinting at softer demand there.
The burgundy iPhone 18 Pro leads demand
Breaking from previous years, the smaller iPhone 18 Pro appears to be the more sought-after model this time. Roughly 60% of pre-orders were for the compact version, attributed to its lighter body and improved feel in the hand.
The new burgundy finish has emerged as a standout, echoing the viral success of the Cosmic Orange iPhone 17 Pro. Its appeal is reported to stem not only from the shade itself but also from a wordplay linking the colour’s name to expressions of prosperity in Chinese.
Following price increases, most buyers appear to be opting for the base 256GB storage tier, described as a more rational choice. The higher pricing is expected to weigh on overall value despite the strong initial enthusiasm. On social media, the main choice for buyers seems to sit between the glacier and burgundy versions, while some are drawn to the returning black option, absent from last year’s line-up, and others plan to pick up a silver model as the least popular choice.
A marathon rather than a sprint
While the early numbers read as positive for Apple, they may not reflect how sales unfold over the longer term. The wider smartphone market is expected to contract by 12% this year, a decline likely to affect the entire industry.
That drop is largely driven by the retreat of budget smartphones amid the ongoing memory price crisis, a factor that may have a limited effect on Apple. The base iPhone 18 Pro carries pricing broadly around the £800 mark once converted from its US figure, though final regional pricing varies. Pre-orders for the iPhone 18 Pro opened on 12 September.
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Image: phonearena.com
