Key Moments:
- iPhone 18 Pro series sales in China rose 12% year-over-year during the first week of launch, according to Counterpoint Research.
- Apple secured a 33% share of China’s smartphone sales in Week 38, despite the iPhone 18 Pro series being on sale for only the final three days of that period.
- Overall Chinese smartphone sales in Week 38 remained 17% below the comparable 2025 week, underscoring persistent market weakness.
Apple’s iPhone 18 Pro Boosts Market Share in China
Apple’s latest iPhone 18 Pro series delivered a strong debut in China, with sales climbing 12% year-over-year in the first week of availability, Counterpoint Research reported. This performance helped Apple capture the leading position in the country’s smartphone market during that period.
In Week 38, covering September 14-20, Apple accounted for 33% of all smartphone sales in China, according to Counterpoint. Notably, the iPhone 18 Pro series was available for purchase on only the final three days of that week, yet still contributed meaningfully to Apple’s market share.
Market Conditions and Product Launch Dynamics
Counterpoint highlighted that China’s weekly smartphone sales have been declining at a double-digit annual rate since July, pressured by subdued consumer demand and rising memory costs. The firm indicated that new product introductions in September are expected to support a sequential improvement in the market, even as the broader environment remains soft.
Counterpoint Senior Analyst Ivan Lam noted that the later release of the standard iPhone 18 may have prompted some buyers to opt for the higher-end Pro variants instead. At the same time, Lam pointed out that price increases of more than $200 across many Chinese flagship devices may have enhanced the perceived value of the iPhone Pro lineup.
Competitive Landscape and Pricing Pressures
Apple’s performance came amid an active launch cycle from Chinese smartphone manufacturers, which rolled out new flagship models ahead of the National Day holiday. However, increasing memory costs have driven up prices for high-memory configurations and devices equipped with 2-nanometer chips, a trend that Counterpoint warned could negatively affect sales later in the year.
The firm expects that the newest generation of Chinese flagship smartphones will post lower fourth-quarter sales compared with their previous iterations.
Huawei’s Pura X View and Early Demand
Huawei has entered the latest cycle with the Pura X View, described by Counterpoint as a wide-screen slab device featuring a 16:9.5 display ratio. The model is targeted at users who want a larger display without the expense or size of a foldable phone. Counterpoint said the Pura X View’s pricing and flagship-level specifications have supported robust early sales.
Segment Performance Snapshot
| Metric | Detail |
|---|---|
| iPhone 18 Pro series sales change | Up 12% year-over-year in first launch week |
| Apple share of China smartphone sales (Week 38) | 33% |
| Availability window of iPhone 18 Pro in Week 38 | On sale for final three days of September 14-20 |
| Overall China smartphone market (Week 38 vs. comparable 2025 week) | Sales 17% lower |
Ongoing Weakness in the Chinese Smartphone Market
Despite the strong iPhone 18 Pro launch, Counterpoint’s data shows that the Chinese smartphone market as a whole remained under pressure. Week 38 sales were still 17% below the comparable 2025 week, highlighting that robust flagship launches have not yet translated into a broader market rebound.
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