Abstract:
Last night, the iPhone 18 Pro series sold out in seconds,
Netizens couldn't get enough of it to "complain", and many related topics became hot searches. The iPhone 18 Pro series will be officially available for pre-sale at 20:00 on September 12th.Apple
The official website and major e-commerce platforms were sold out immediately, and the first batch of supplies is in short supply.
According to media reports, on the JD.com platform, the iPhone 18 Pro series sold out in less than 1 minute. That night, Apple's official website could still place orders normally, but the delivery time had been significantly delayed. The Taobao Tmall platform displays "Too many visitors currently", "Purchase failed, no stock", etc.; when the pre-sale on Apple's official website is started, it also displays "Error, there was an error trying to complete your request, please try again later".
In the evening of the same day, a Securities Times reporter logged into JD.com's website. The page showed that the goods originally marked for delivery on September 18 had been sold out, and the status was "Procurement in progress, expected to be available after October 10." The Meituan flash sale page shows that the products can be delivered as early as September 18, but orders cannot be placed currently and are in replenishment status.
The first batch of supplies sold out quickly, and some consumers turned to third-party channels. Data from Dewu App shows that the average transaction price of the 256GB burgundy iPhone 18 Pro Max was 12,799 yuan, an increase of 1,800 yuan, or 16.4%; the average transaction price of the 256GB silver version reached 13,999 yuan, an increase of 3,000 yuan, or 27.3%.
Looking back, in the early morning of September 10, Apple held its autumn conference. New CEO John Ternus made his debut. The first folding screen iPhone Duo was officially unveiled, and the iPhone 18 Pro series was released simultaneously. Among them, the iPhone 18 Pro series officially opened for pre-order at 20:00 on September 12 and was officially launched on September 18.
In terms of pricing, according to data from Apple’s official website in China, iPhone 18 Pro The 256GB version is priced at 9,999 yuan, an increase of 1,000 yuan from the 8,999 yuan of the same version of the previous generation iPhone 17 Pro; the 512GB version is priced at 11,999 yuan, an increase of 1,000 yuan; the 1TB version is priced at 15,499 yuan, an increase of 2,500 yuan from the previous generation of 12,999 yuan; the first newly added 2TB version is priced at 20,499 yuan.
In addition, Apple’s first foldable screen mobile phone iPhone Duo starts at 15,999 yuan for the 256GB version in China, 17,999 yuan for the 512GB version, 21,499 yuan for the 1TB version, and 26,499 yuan for the 2TB top version, making it Apple’s most expensive iPhone model to date.
At this conference, Apple’s first foldable screen mobile phone is the focus of attention from all parties in the market. TrendForce estimates that Apple’s first foldable phone, iPhone Duo, will ship approximately 5 million units in 2026, which will help Apple gain approximately 24.8% market share in the foldable phone market. The agency estimates that global foldable mobile phone shipments will be approximately 20.2 million units in 2026, a slight increase of 0.5% from 2025.
Huayuan Securities once stated that smartphones are currently undergoing a major change in the way they are used. Chip computing power, device-side reasoning capabilities, and model efficiency optimization, the three basic capabilities that support the implementation of device-side AI, are simultaneously increasing. As AI in smartphones gradually evolves from simple assistance to task execution, book-style folding screens may become one of the important high-end forms in the next stage of mobile productivity.
On September 11, China Merchants Securities released a research report stating that Apple’s first folding screen is highly complete, especially the super crease control is a design highlight; while the 18 Pro has been upgraded and the price adjustment is in line with expectations. The iPhone is expected to grow steadily throughout the year. Next year, there will be 20th anniversary iPhone, AI headphones, glasses, home furnishings, etc. and AI function blessings, plus upstream appearance innovations such as 3D printing and other highlights. Against the background of marginal relief of storage pressure, Apple leads consumer electronics into the traditional peak season.
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