Three days of sales were enough: In the launch week of the iPhone 18 Pro, Apple was the biggest smartphone seller in China. The overall market continues to shrink. However, part of this success is due to a device that wasn't even released this fall.
The iPhone 18 Pro and iPhone 18 Pro Max went on sale on September 18th. According to an analysis by Counterpoint Research, sales of the Pro series in China were 12 percent higher in the first week than in the same week last year. This data is based on the market research firm's weekly sell-out tracker, which counts sales to end customers, not shipments to retailers.
For Apple, this continues a trend that began with the iPhone 17. In the fourth quarter of 2025, Apple achieved first place in China with a 22 percent market share, driven by the then-new iPhone generation.
Key Facts at a Glance
- Sales of the iPhone 18 Pro series in China were 12 percent higher in the first week than the previous year.
- Apple accounted for 33 percent of all smartphone sales in the country during the week of September 14-20, placing it in first position.
- The overall Chinese market was 17 percent below the previous year's value in the same week.
- Counterpoint cites the lack of a base model iPhone 18 and price increases for Chinese flagship phones as reasons.
One third of the market in three days
According to Counterpoint, Apple accounted for one-third of all smartphones sold in China during calendar week 38, which ran from September 14th to 20th. The new Pro models were only available in stores during the last three days of that week, from Friday to Sunday.
The comparison with the previous year is still fair. The iPhone 17 Pro went on sale on September 19, 2025, also a Friday. In the comparable calendar week of the previous year, which ran from September 15 to 21, 2025, it was therefore only available for three days.
| Key figure | Value |
|---|---|
| Plus the Pro series in the launch week | 12 percent compared to the previous year |
| Apple's share of sales, September 14-20 | 33 percent |
| Total Chinese market in the same week | 17 percent below the previous year |
| Pro series sales days this week | three |
The 33 percent figure describes a single week of product launch. It cannot be directly compared to the 22 percent from the fourth quarter of 2025, as the timeframe is different and the week falls right in the middle of the sales launch.
A shrinking market
The underlying reason is a weak overall market. According to Counterpoint, weekly smartphone sales in China have been down by double digits year-on-year since July, due to weak demand and rising storage costs. Even the launch week of the iPhone 18 Pro did nothing to change this; the market remained 17 percent below the previous year's level.
The market research firm expects a recovery in the coming weeks compared to previous months, due to the release of several new flagship products in September. However, the market volume will not reach the previous year's levels.
Two reasons for the lead
Counterpoint attributes the strong start to early upgrades and strong trading support. Analyst Ivan Lam highlights two factors in particular.
Firstly, the base model iPhone 18 is missing this fall. Those who wanted a new iPhone likely opted for the Pro model directly. Secondly, many Chinese manufacturers have raised the prices of their flagship phones by more than $200. This has narrowed the price gap to the iPhone Pro, making the iPhone seem cheaper in comparison than before.
The price increases are likely to put pressure on the competition even beyond the initial launch phase. Counterpoint expects its new Chinese flagship models to sell less in the fourth quarter than their predecessors.
A plus with a special factor
I believe the 12 percent increase is less significant than it initially appears. Last year, initial demand was split between the base and Pro models, but this year there's simply no alternative to the Pro from the new generation. Therefore, part of the increase is likely due to deferred demand rather than additional demand.
The picture will become clearer with the quarterly figures, and another factor will come into play there. The iPhone Duo can be pre-ordered from October 16th and will be available in stores on October 23rd. I expect it to attract some of the customers in China who would otherwise have opted for the Pro.
The situation is the same here: There won't be an iPhone 18 this fall, and the selection among current iPhones continues without a base model of the new generation for the foreseeable future. So, if you don't need a Pro, you're left with choosing between last year's models and waiting.
Would you have chosen the Pro without the base model, or would you have preferred to wait for the iPhone 18? Let us know your decision in the comments.
