Smartphone prices are going up as AI puts pressure on the global memory supply. The smartphone market is expected to shrink by 12% this year, with rising memory costs hitting entry-level devices particularly hard. But the iPhone 18 Pro is doing something rather unexpected.
Early reports claim Apple has recorded more than 7 million preorders for the iPhone 18 Pro models in China. One retailer says revenue during the first three days of preorders was double what the iPhone 17 Pro generated during the same period last year, while several retailers reported the phones selling out in less than a minute.
This is the world's largest smartphone market, and the iPhone 18 Pro appears to be defying gravity.
OMG, the iPhone 18 Pro series is selling like crazy in China again!
— Ice Universe (@UniverseIce) September 17, 2026
Pre-orders opened at 8 PM on September 12, and the phones sold out on https://t.co/2OWcYbVhWM and other major platforms in less than a minute, with total reservations surpassing 7 MILLION.
Even crazier: as of… pic.twitter.com/tgS5O0WSSR
The picture in the US looks different, though. Both Pro models saw shipping dates slip by only a couple of weeks, even days after preorders opened—a sign that demand may be more measured there.
The same phone, features, $100 price increase, and yet two very different reactions.
Ogbonda Chivumnovu
What's driving demand in China?
Interestingly, the smaller iPhone 18 Pro is proving more popular than the Pro Max this year. Reports suggest around 60% of preorders were for the smaller model, with buyers preferring its lighter weight and more comfortable size.
The new burgundy finish has also become an early favourite. In China, the colour has gained extra attention because its Chinese name sounds similar to words associated with prosperity and good fortune.
Most buyers are choosing the 256GB base model, which many retailers describe as the "more rational choice" now that prices have increased across the lineup.
The memory crisis is real
Apple isn't raising prices in a vacuum.
The ongoing memory shortage, driven largely by growing demand for AI hardware, has pushed up component costs across the industry. Earlier this year, Apple increased prices for some Macs and iPads, and the iPhone 18 Pro and Pro Max both received a $100 price hike.
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