- Global sales of the iPhone 18 Pro series increased by 3.1% compared to the iPhone 17 Pro series during the first three weeks after launch. This is a mixed start for a lineup that has done well in regions such as China and India, with more modest performance elsewhere.
- Year-over-year sales growth is concentrated in the Chinese market, which grew by 29% YoY and accounted for the majority of the global increase. This was driven by smoother product supply compared with last year and by competing models from Android OEMs raising their prices.
- Sales declined YoY in both the US and Japan. In Japan in particular, exchange rates have amplified the price increases, weakening demand.
Seoul, Beijing, Berlin, Buenos Aires, Fort Collins, Hong Kong, London, New Delhi, Taipei, Tokyo – October 27, 2026
According to Counterpoint Research's Smartphone Weekly Sales Tracker, Apple's iPhone 18 Pro series saw YoY sales growth during the first three weeks following its launch. Global sales of the iPhone 18 Pro and Pro Max increased by 3.1% YoY during the three weeks since their September launch, surpassing the sales of the iPhone 17 Pro series during the same period a year ago.
Weekly Sales Estimate: iPhone 18 Pro series vs. 17 Pro series
(First 3 Weeks After Launch)
Source: Counterpoint Global Smartphone Weekly Sales Tracker
A regional breakdown shows that the global 3.1% growth was concentrated in specific markets. China posted the strongest growth, with sales rising 29% YoY. This was driven by better early supply compared with last year and by price increases on competing flagship models from Chinese Android OEMs. Excluding China’s contribution, the global sales growth rate would have been far weaker. The US and Japan experienced a YoY decline, affected by higher prices compared with their predecessors. In the US, consumers largely do not perceive meaningful improvements over the previous models in either features or design, while in Japan, demand has contracted as exchange rates amplified the price increases.
Weekly Sales Estimate by Region: iPhone 18 Pro series vs. 17 Pro series
(First 3 Weeks After Launch)
Source: Counterpoint Global Smartphone Weekly Sales Tracker
The iPhone 18 Pro Max accounted for 56% of sales within the iPhone 18 Pro series, a slight decrease from 57% last year. This can be attributed to the higher prices compared with last year, as well as the fact that the sales growth in emerging markets such as India and Southeast Asia skewed more toward the Pro models.
Associate Director Sujeong Lim commented, “Whether China's outperformance reflects durable demand or front-loaded buying will become clearer in the coming weeks. The recovery of US and Japanese volumes, and whether the iPhone Duo launching in Week 43 will generate incremental demand rather than cannibalising Pro Max, are the two most consequential near-term variables.”
Research Director Tarun Pathak added, “Reception to the iPhone 18 Pro series has been mixed by region. We are tracking sales weekly to see how demand holds once the usual launch-window spike fades, and that will shape the holiday quarter. This launch follows a very strong iPhone 17 series sales last year with memory-driven price hikes and macro uncertainty are weighing on upgrades. Overall upgrade cycles are stretching. However, even single-digit volume growth works
in Apple’s favour: it brings incremental upgrades to the Pro series and a better revenue mix, on top of strong iPhone Duo pre-bookings, with demand currently exceeding supply.”
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