iPhone 18 Pro pre-orders in China exceed 7 million

Despite weaker early demand in the United States, the iPhone 18 Pro and iPhone 18 Pro Max have drawn strong interest in China. Local publications report more than 7 million units were pre-ordered across all channels.

Pre-orders began late on September 12, 2026, at 8pm (Saturday), and retailer JD sold out of its available stock in under a minute, according to reports; the company has not disclosed how many units it allocated. Similar sellouts were reported at other retailers.

Sales totals, revenue and pricing

On Tmall, sales revenue from iPhone 18 Pro and Pro Max pre-orders was double the revenue for the iPhone 17 Pro and Pro Max a year earlier, according to local reports. That increase in revenue does not directly indicate a proportional rise in units sold, because the 2026 Pro models carry higher list prices. The iPhone 18 Pro starts at CNY 10,000 and the iPhone 18 Pro Max at CNY 11,000, each CNY 1,000 above the starting prices for the 2025 Pros.

Buyer preferences also shifted. About 60 percent of pre-orders were for the iPhone 18 Pro rather than the Pro Max, a reversal of the usual pattern in which the Pro Max typically outsells the smaller model. The 18 Pro’s lighter weight, 211 grams versus 249 grams for the Pro Max, appears to have influenced that choice.

Color popularity was notable. Reports indicate the new Burgundy finish was the top selection, a choice local observers linked in part to the fact that the color name is a homonym of the word for prosperity in Chinese.