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Apple’s latest iPhone 18 Pro series has recorded a mixed start across major markets, according to new sales data. The premium lineup is performing better globally than its predecessor, although demand varies considerably by region. China has emerged as the strongest market, while the US and Japan have posted declines.
iPhone 18 Pro sales rise as China leads the way
According to Counterpoint Research, global sales of the iPhone 18 Pro and iPhone 18 Pro Max were 3.1% higher than the iPhone 17 Pro series during their respective first three weeks on sale. China recorded a 29% year-on-year increase, supported by better initial stock availability and higher prices for competing Chinese Android flagships.
The picture was less encouraging in other major markets. Sales in the United States fell 4% year-on-year, while Japan recorded a steeper 27% decline. Counterpoint attributed the softer US performance partly to limited design and feature improvements that may not justify the higher prices for some buyers. In Japan, currency exchange effects have also made the new models more expensive.
Regional differences reveal a mixed launch
The regional figures highlight how strongly China is contributing to the series’ overall growth. Without its performance, the global increase would have been considerably weaker.
The iPhone 18 Pro Max accounted for 56% of sales across the Pro lineup, down slightly from 57% for the iPhone 17 Pro Max during the comparable period last year. The change suggests that the larger model remains a major contributor, even as its share edges lower.
Overall, the latest figures point to a stronger global opening for Apple’s newest Pro phones, but the gains are far from uniform. China’s momentum is offsetting declines elsewhere, leaving the longer-term sales trend dependent on how demand develops in the coming weeks.
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