Apple's Premium-First Strategy Sees Early Success with iPhone 18 Pro Sales
Apple's premium-first iPhone strategy appears to be paying off, according to recent data. In China, the company saw a 12% year-over-year growth in sales of its iPhone 18 Pro series during its first three days on sale. This helped Apple capture the top spot in the Chinese smartphone market with a 33% share.
Counterpoint Research attributed the strong performance to a delayed launch of the base iPhone 18, which may have driven some consumers to upgrade to the more expensive Pro series. Additionally, price hikes for Chinese flagship models may have made the iPhone's value proposition more attractive.
Gene Munster, Managing Partner at Deepwater Asset Management, also sees evidence that Apple's strategy is working. He noted that delivery lead times for the Pro models are 15% longer than a year ago, suggesting that consumers are choosing to buy premium models rather than waiting for the base iPhone.
Munster estimates that the new iPhone Duo, which begins preorders on October 16, could capture 35% market share in its first year and contribute significantly to Apple's revenue. He also believes that consensus fiscal 2027 iPhone revenue estimates of $9.5 billion may be too low, citing a potential 10% upside.