iPhone 18 Pro sales surge in China but fall sharply in US and Japan
Apple’s iPhone 18 Pro and iPhone 18 Pro Max recorded a 29% sales increase in China during their first three weeks on the market, helping offset weaker demand in the United States and Japan, according to Counterpoint Research.
Worldwide sales of the two flagship smartphones rose 3.1% compared with the iPhone 17 Pro series over the same launch period in 2025. However, the growth was largely concentrated in China, while sales declined 4% in the US and 27% in Japan.
The figures indicate that Apple’s latest premium smartphones have had a mixed start across major markets.
Chinese consumers accounted for most of the global increase, supported by greater availability of the new iPhones at launch and rising prices for competing Android devices.
Several Chinese smartphone manufacturers have raised prices for their flagship models, narrowing the gap between their products and Apple’s premium lineup.
Counterpoint said worldwide growth would have been considerably weaker without the Chinese market.
Higher prices weigh on iPhone demand in the US and Japan
Apple raised the starting prices of both Pro models by $100 in the US this year, bringing the iPhone 18 Pro to $1,199 and the iPhone 18 Pro Max to $1,299.
According to Counterpoint, American consumers have shown limited enthusiasm for upgrading because they see few substantial improvements in the new phones’ design and features, despite additions such as a variable aperture camera.
In Japan, currency fluctuations have made the devices more expensive, contributing to the sharper decline in sales.
Counterpoint also identified stronger demand for the smaller Pro model in India and Southeast Asia.
The iPhone 18 Pro Max accounted for 56% of sales within the Pro lineup during the first three weeks, compared with 57% for its predecessor a year earlier.
The research covers a period before the iPhone Duo, Apple’s first foldable smartphone, went on sale on 23 October.
Analysts are now watching whether the foldable device attracts additional customers to Apple’s premium range or draws buyers away from the iPhone 18 Pro Max.
