iPhone 18 Pro posts 12% year-over-year sales gain in China launch week, putting Apple first

# Quick summary

Counterpoint Research reported that Apple's iPhone 18 Pro series posted a 12% year-over-year sales increase in its first week on sale in China. The new Pro models went on sale September 18, so they were available for only the final three days of Week 38 (September 14–20). Despite that short window, Apple took roughly 33% of China's smartphone sell-through for the week.

# What happened

Apple's Pro lineup outperformed the prior-generation Pro models' first-week numbers by 12% in China. Early upgrade demand and heavy channel support are credited for the strong start. The standard iPhone 18 had not launched during that week, which appears to have led some buyers who might have waited to instead purchase a Pro model.

Price positioning in the broader market also mattered. Several Chinese flagship manufacturers raised prices by more than $200, narrowing the price difference with Apple's Pro models and making the iPhone Pro series comparatively more attractive to buyers assessing flagship options.

# Market context

The Chinese smartphone market remains soft. Counterpoint's tracking shows weekly smartphone sell-out has been down by double digits year over year since July. Week 38 sell-through was about 17% lower than the same week last year. Industry observers expect a sequential rebound in shipments as September's cluster of new flagship launches hits channels, but overall volume has not returned to last year's levels.

# Why this matters

• Timing: The Pro models achieved a strong debut even though they were on sale for only three days of the tracking week. That suggests concentrated demand and effective channel execution.
• Substitution effect: With the standard iPhone 18 delayed, a portion of buyers moved up to the Pro tier rather than wait, lifting Pro sales.
• Price dynamics: Large price increases among some Chinese flagships raised the relative price competitiveness of Apple's high-end models.
• Market health: Gains for Apple came within a larger market that is contracting. A strong launch week improves Apple's short-term position but does not by itself reverse broader weak demand.

# Bottom line

Apple's iPhone 18 Pro series had a stronger opening in China than the previous Pro generation, contributing to a No. 1 weekly position by sell-through in Week 38. The result reflects purchase timing, channel support, and shifting price anchors in the market. However, China's smartphone sell-through remains below last year's levels and has been weakening for months.