iPhone 18 Pro series logs 3.1% global sales growth in first 3 weeks: Counterpoint
Synopsis
Apple's iPhone 18 Pro series is off to a modestly better start than its predecessor, but the headline 3.1% global growth masks a sharp split: China surged 29% while the US and Japan actually declined. The real question — whether China's jump is durable demand or front-loaded buying — will define Apple's near-term outlook.
Key Takeaways
Apple's iPhone 18 Pro series grew 3.1% year-on-year globally in its first three weeks post-launch, per Counterpoint Research .
China led with 29% year-on-year growth, while sales fell in the United States and Japan .
The iPhone 18 Pro Max made up 56% of Pro series sales in the launch window, down from 57% a year earlier.
Emerging markets including India and Southeast Asia showed stronger appetite for the standard Pro model over the Pro Max.
Pre-bookings for the iPhone Duo , scheduled for Week 43 , reportedly exceed current supply.
Longer replacement cycles, memory price increases, and macroeconomic uncertainty are weighing on upgrade demand globally, according to Tarun Pathak of Counterpoint Research.
Apple's iPhone 18 Pro series recorded 3.1 per cent year-on-year growth in global sales during the first three weeks following its September launch, according to a report published on Tuesday, 27 October 2026 by Counterpoint Research. The figures cover both the iPhone 18 Pro and iPhone 18 Pro Max, and represent an improvement over the equivalent launch-window performance of the iPhone 17 Pro series a year earlier.
Key Growth Drivers
Counterpoint Research attributed the year-on-year improvement to two primary factors: better early supply availability compared with the previous year's launch, and higher prices for rival flagship smartphones from Chinese Android manufacturers. Together, these conditions gave Apple a relative competitive edge at the premium end of the market during the crucial launch window.
Notably, China was the standout performer, posting 29 per cent year-on-year growth during the period — a figure that significantly buoyed the global headline number.
US and Japan Weigh on Overall Numbers
The aggregate growth masked divergent regional trends. Sales declined year-on-year in both the United States and Japan, two of Apple's most important markets. In the US, consumers reportedly did not perceive meaningful improvements in features or design over predecessor models, dampening upgrade motivation. In Japan, a weaker exchange rate amplified local price increases, further softening demand.
Sujeong Lim, Associate Director at Counterpoint Research, cautioned: 'Whether China's outperformance reflects durable demand or front-loaded buying will become clearer in the coming weeks.'
Pro Max Share Edges Down; Emerging Markets Shift Mix
The iPhone 18 Pro Max accounted for 56 per cent of total iPhone 18 Pro series sales during the launch period, a marginal decline from 57 per cent a year earlier. According to Counterpoint Research, this shift was partly driven by stronger demand growth in emerging markets such as India and Southeast Asia, where buyers favoured the standard Pro model over the larger Pro Max, partly on pricing grounds.
Structural Headwinds and the iPhone Duo Factor
Tarun Pathak, Research Director at Counterpoint Research, noted that demand had varied considerably across regions and that the firm would continue monitoring sales as launch-driven momentum normalises. Pathak identified longer smartphone replacement cycles, memory-related price increases, and broader macroeconomic uncertainty as factors weighing on upgrade rates globally.
However, he added that even low single-digit volume growth would benefit Apple financially, given a richer mix of higher-margin Pro models and incremental upgrades to the lineup. Separately, pre-bookings for the iPhone Duo — scheduled for a Week 43 launch — reportedly remain strong, with demand currently exceeding supply. Lim flagged the Duo launch and a potential recovery in US and Japan volumes as key variables shaping near-term demand trends.
Point of View
High-value markets. US consumers are showing upgrade fatigue, and Japan's currency-driven price inflation compounds it. The more consequential data point is the Pro Max share dip: if emerging markets continue pulling toward the standard Pro on price sensitivity, Apple's average selling price trajectory faces a quiet headwind even as unit volumes hold. The iPhone Duo's pre-booking strength is a counterweight, but its real test is whether it converts curiosity into durable volume growth once launch momentum fades.
NationPress
27 Oct 2026
Frequently Asked Questions
How did the iPhone 18 Pro series perform globally in its first three weeks?
The iPhone 18 Pro series posted 3.1% year-on-year global sales growth during the three weeks following its September launch, according to Counterpoint Research. This outperformed the iPhone 17 Pro series over the equivalent period the previous year.
Why did iPhone 18 Pro sales decline in the US and Japan?
In the United States, consumers reportedly did not see significant improvements in features or design compared with previous models, reducing upgrade motivation. In Japan, a weaker exchange rate amplified local price increases, softening demand further.
What drove iPhone 18 Pro growth in China?
China recorded 29% year-on-year growth during the launch window, making it the primary engine of global gains. Counterpoint Research's Sujeong Lim cautioned that it remains unclear whether this reflects durable demand or front-loaded buying ahead of potential price or supply changes.
What is the iPhone Duo and when does it launch?
The iPhone Duo is an upcoming Apple device scheduled for a Week 43 launch. Pre-bookings are reportedly strong, with demand currently exceeding supply. Its launch and any recovery in US and Japan sales are cited as key variables for near-term iPhone demand trends.
Why is the iPhone 18 Pro Max share declining relative to the standard Pro?
The Pro Max's share of Pro series sales dipped to 56% from 57% a year earlier. Counterpoint Research links the shift to stronger demand in emerging markets like India and Southeast Asia , where buyers favoured the standard Pro model, partly due to its lower price point.
