Apple iPhone 18 Pro sales rise 12% in China launch week - Counterpoint

Apple's iPhone 18 Pro series enjoyed a 12% increase in sales during its first week of launch in China, propelling the company to the top spot in the country's smartphone market, according to Counterpoint Research. The iPhone 18 Pro accounted for 33% of China's smartphone sales during Week 38, which spanned September 14-20, despite being on sale for just the final three days of the week, the report stated.

Counterpoint noted that China's smartphone sales have been declining at a double-digit annual rate since July, with soft consumer demand and higher memory costs impacting the market. The new product launches in September are anticipated to support a sequential recovery. Counterpoint Senior Analyst Ivan Lam suggested that the delayed launch of the standard iPhone 18 might have prompted some consumers to upgrade to the Pro models.

Simultaneously, price hikes of over $200 across numerous Chinese flagship phones may have enhanced the iPhone Pro's relative value proposition. Apple's impressive launch occurred as Chinese smartphone manufacturers also unveiled new flagship models ahead of the National Day holiday. The rising memory costs have led to increased prices for higher-memory versions and 2-nanometer chip-equipped devices, potentially hindering sales later in the year.

Counterpoint predicts that the latest generation of Chinese flagship models will likely record lower fourth-quarter sales compared to their predecessors. Huawei unveiled the Pura X View, a wide-screen phone with a 16:9.5 display ratio, targeting consumers who desire a larger screen without the cost or bulk of a foldable. The phone's pricing and flagship specifications have contributed to strong initial sales.

Despite Apple's successful Pro launch, the overall Chinese smartphone market remained weak, with Week 38 sales still 17% below the same period in 2025, as per Counterpoint's tracking data.