Apple’s (NASDAQ:AAPL) iPhone 18 Pro series recorded a 12% year-on-year increase in China sales during its first week of availability, helping the company take the largest share of the country’s smartphone market, according to Counterpoint Research.
Apple accounted for 33% of smartphone sales in China during Week 38, covering September 14 to September 20, despite the iPhone 18 Pro series being available for only the final three days of the period.
The launch performance came against a weaker overall smartphone market, with Counterpoint reporting that weekly sales in China have been declining at double-digit annual rates since July.
Apple Takes 33% Share of China Smartphone Sales
Counterpoint said softer consumer demand and higher memory costs have weighed on China’s smartphone market in recent months.
New smartphone launches during September are expected to support a sequential improvement in sales, although the broader market remained below year-earlier levels during the iPhone 18 Pro’s launch week.
Counterpoint’s tracker showed that total Chinese smartphone sales during Week 38 were 17% lower than in the comparable week of 2025.
The iPhone 18 Pro series nevertheless recorded year-on-year sales growth during its initial launch period, allowing Apple to account for one-third of smartphone sales during the week.
Delayed Standard iPhone 18 Launch May Have Supported Pro Models
Counterpoint Senior Analyst Ivan Lam said the delayed introduction of the standard iPhone 18 may have encouraged some customers to choose the higher-priced Pro models instead.
Pricing developments among competing Chinese flagship smartphones may also have affected the relative positioning of Apple’s Pro devices.
Counterpoint said price increases of more than $200 across many Chinese flagship smartphones may have improved the relative value proposition of the iPhone Pro series.
The combination of the delayed standard iPhone 18 and higher prices for competing flagship devices coincided with the 12% increase in launch-week sales for Apple’s Pro models.
Higher Memory Costs Push Up Chinese Flagship Smartphone Prices
Apple’s latest launch took place as Chinese smartphone manufacturers introduced their own flagship devices ahead of the country’s National Day holiday.
Higher memory costs have contributed to increased prices for models offering larger memory capacities and for smartphones using 2-nanometer chips.
Counterpoint said these higher prices could affect smartphone demand later in the year.
The research firm expects the latest generation of Chinese flagship smartphones to record lower fourth-quarter sales than their predecessor models.
Huawei Introduces Pura X View
Huawei has also introduced the Pura X View, a wide-screen slab smartphone featuring a 16:9.5 display ratio.
Counterpoint said the device is targeted at consumers seeking a larger display without the cost or additional bulk associated with a foldable smartphone.
The research firm said the Pura X View’s pricing and flagship specifications have supported its initial sales performance.
The launch forms part of a broader series of new flagship introductions from Chinese smartphone manufacturers ahead of the National Day holiday.
Broader Chinese Smartphone Market Remains Lower Year on Year
Despite the initial performance of Apple’s iPhone 18 Pro series and the introduction of new models from Chinese manufacturers, overall smartphone demand in China remained below year-earlier levels.
Counterpoint’s data showed that Week 38 smartphone sales were 17% lower than during the equivalent week in 2025.
The research firm said weekly smartphone sales have been declining at double-digit year-on-year rates since July, reflecting softer consumer demand and higher memory costs.
September’s new product launches are expected to provide some sequential support to the market, while Counterpoint expects higher device prices to remain a factor affecting sales during the remainder of the year.