Apple’s latest iPhone 18 Pro lineup has recorded mixed sales results across major markets. China is leading the growth, helping offset weaker demand in the U.S. and Japan. According to Counterpoint Research, combined sales of the iPhone 18 Pro and iPhone 18 Pro Max increased 3.1% globally. The figure covers their first three weeks of availability compared with the same period last year.
China recorded a 29% increase in sales during the period. However, demand fell 4% in the U.S. and dropped 27% in Japan. Counterpoint attributed China’s stronger performance to improved initial supply and higher prices for competing Android flagship phones. Meanwhile, U.S. buyers showed less interest in the new models due to limited changes in design and features.
This happened despite Apple introducing new hardware, including a variable aperture camera. The feature was among the notable additions to the iPhone 18 Pro lineup. Pricing may also have affected demand in some markets. Apple increased the starting prices of both Pro models by $100 in the U.S. The iPhone 18 Pro now starts at $1,199, while the Pro Max starts at $1,299.
In Japan, currency exchange rates added further pressure to the price increases. This may have made the new models less attractive to local buyers.
Counterpoint also reported a slight change in demand between the two Pro models. The iPhone 18 Pro Max accounted for 56% of combined sales, down from 57% last year. Meanwhile, stronger demand in India and Southeast Asia favored the smaller Pro model.
The latest sales figures do not include Apple’s first foldable iPhone, the iPhone Duo. The device launched on October 23, after Counterpoint’s tracking period. The research firm is now monitoring the foldable model’s impact on Apple’s sales. It remains to be seen whether the iPhone Duo will attract new customers or take buyers away from the iPhone 18 Pro Max.
