Apple’s iPhone 18 Pro series recorded a 3.1% global sales increase during its first three weeks on the market compared to the iPhone 17 Pro launch, driven largely by a surge in China that offset drops in the U.S. and Japan, according to Counterpoint Research data reported by MacRumors.
China Drives Growth While US and Japan Decline
Combined global sales of the iPhone 18 Pro and iPhone 18 Pro Max rose 3.1% during the initial three-week launch window. China emerged as the primary growth engine, posting a 29% sales increase year-over-year. Counterpoint Research noted that improved early device availability and higher price points for competing Chinese Android flagships fueled the surge. Without China’s contribution, worldwide sales growth would have been substantially weaker, according to Counterpoint Research.
In contrast, mature markets contracted. U.S. sales fell 4%, while Japan recorded a 27% decline. Counterpoint Research reported that U.S. buyers perceived insufficient changes in features and design to justify higher prices, such as the new variable aperture camera. Apple raised starting prices by $100 in the U.S., setting the Pro at $1,199 and the Pro Max at $1,299. In Japan, local exchange rates compounded the impact of those price increases, shrinking demand.
Pro Max Share Shifts Toward Emerging Markets
The product mix shifted slightly during the launch period. The larger iPhone 18 Pro Max accounted for 56% of total Pro series sales, down slightly from 57% during the previous year’s launch, according to research analysts tracking the launch. Analysts attributed the dip to higher price tags and increased demand for the standard Pro model in emerging markets like India and Southeast Asia.
AT&T Cellular Issues Prompt Apple and Carrier Response
Parallel to retail sales tracking, a subset of users encountered technical hurdles. Apple confirmed that a small number of iPhone 18 Pro Max users on the AT&T network experienced an issue causing devices to lose cellular service, disabling calls, text messages, and data. Thousands of users flagged the problem across the Apple Support Community and other platforms, as reported by MacRumors.
Global sales rise while US and Japanese purchases decline
How much did iPhone 18 Pro sales grow globally?
Global sales of the iPhone 18 Pro and iPhone 18 Pro Max rose 3.1% during their first three weeks of availability compared to the equivalent launch period for the iPhone 17 Pro series.
Why did U.S. and Japanese sales decline?
U.S. sales fell 4% because consumers perceived limited design and feature improvements despite a $100 price increase, while Japanese sales dropped 27% due to exchange rates magnifying those higher handset prices.
Market Variables Following the iPhone Duo Launch
The initial sales tracking period concluded prior to the launch of the iPhone Duo on October 23. Market analysts are monitoring whether Apple’s first foldable device will attract incremental buyers or cannibalize sales from the iPhone 18 Pro Max.
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