Apple’s iPhone 18 Pro and Pro Max recorded higher global sales than the previous generation during their first three weeks on sale. Counterpoint Research’s weekly smartphone sales data showed that combined sales rose 3.1% year over year. China drove most of that growth, while sales declined in the United States and Japan.
The contrasting results point to different buying conditions across major markets. Strong demand in China lifted the global total, while higher prices and consumers’ perceptions of limited improvements weighed on sales in the United States and Japan.
China drove iPhone 18 Pro sales growth
China was the strongest market for the iPhone 18 Pro lineup. Sales there increased 29% compared with the same period for the previous generation, according to the research. The sharp rise made China a key contributor to the series’ 3.1% global growth.
Several factors supported demand. The new models were reportedly easier to find during their first weeks on sale than last year’s phones. At the same time, price increases among competing premium Android models may have made Apple’s new Pro phones more attractive to some Chinese buyers.
Why did iPhone 18 Pro sales fall in the United States and Japan?
Sales declined year over year in both the United States and Japan. Higher prices than those of the previous generation affected purchasing decisions in both markets, while buyers in the United States also appeared less convinced that the new phones offered substantial design or feature improvements.
Currency exchange rates made price increases more pronounced in Japan, adding pressure to demand. The regional results show how the same product launch can perform differently depending on local pricing and consumers’ expectations for upgrades.
iPhone 18 Pro Max accounted for a slightly smaller share
The Pro Max made up 56% of total iPhone 18 Pro series sales during the period. Its share was one percentage point lower than the previous generation’s 57% share.
Higher prices may have contributed to the modest decline. Sales patterns in emerging markets also played a role: growth in India and Southeast Asia reportedly leaned more towards the Pro models, shifting the lineup’s overall sales mix.
What the first three weeks of sales show
- Global sales: The iPhone 18 Pro lineup rose 3.1% year over year.
- China: Sales climbed 29%, providing the strongest boost to overall growth.
- United States and Japan: Sales fell as higher prices and limited perceived improvements affected demand.
- Pro Max share: The model represented 56% of lineup sales, down from 57% for the previous generation.
Overall, the new Pro lineup outsold its predecessor globally, but growth varied sharply by region. China’s strong performance outweighed declines in the United States and Japan, while the sales mix shifted slightly away from the Pro Max.
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