The iPhone 18 Pro series has officially launched with a starting price of ¥9 999. Customers who pre-ordered online began receiving their devices today, while physical Apple Store locations and Sam's Club outlets opened for in-store sales. Long queues were reported at various locations, including stores in Beijing, Macau, and Hangzhou.
Despite the high turnout, the secondary market shows signs of cooling. Resellers are charging a premium of only ¥500 for the popular Burgundy Red model, compared to the ¥1 500 markup seen on last year's top iPhone 17 color. Market observers note that the price surge for new units has significantly decreased this year.
Supply constraints appear to be impacting availability. Many retail locations, including those in Zhengzhou, have reported that iPhone 18 Pro and Pro Max models are currently out of stock. Online orders are now facing delivery delays until October. Apple requires customers to have a prior reservation to collect devices at physical stores.
Local reports from electronics markets, such as the Yigao Digital City in Hangzhou, indicate that inventory is limited for walk-in customers. While queues remain a tradition at Apple Store launches, the combination of high starting prices and modest hardware upgrades has led to a noticeable decline in consumer willingness to pay significant premiums to resellers.
