Apple's iPhone 18 Pro series went on pre-order last night at 8 PM, and within minutes, initial stock sold out, pushing the topic "Can't get iPhone 18" to the top of Weibo's hot search list. According to Taobao Flash Sale (淘宝闪购), the platform's transaction data shows that in the first hour of pre-orders, sales of the iPhone 18 Pro series doubled compared to the same period last year for the iPhone 17 Pro series.
Strong Demand and Delivery Speed
The iPhone 18 Pro and 18 Pro Max start at 9,999 yuan (about $1,408) and 10,999 yuan (about $1,549) respectively, as Chinese guide prices before taxes and incentives. The most popular model on launch day was the iPhone 18 Pro Max 256GB in Burgundy red. Taobao Flash Sale reported that the entire Apple hardware lineup on its platform saw transaction volume surge more than 25 times compared to a typical day, driven by the new phone's pre-order launch.
To meet demand, Taobao Flash Sale is leveraging over 4,000 Apple authorized retail stores across China to supply the iPhone 18 Pro series. In some regions, delivery can be as fast as 18 minutes after the phone is officially in stock. The platform has also upgraded its "Worry-Free Purchase" service, ensuring sealed packaging at authorized stores, delivery by specially trained couriers, and face-to-face handover during pickup and signing. If items are lost or damaged due to logistics, customers receive full compensation.
Context and Implications
This year's iPhone 18 Pro series introduces a variable aperture and debuts Apple's 2-nanometer A20 Pro chip, according to IThome. The strong pre-order performance on Taobao Flash Sale highlights the growing role of e-commerce platforms in Apple's China sales strategy, especially as the company faces increasing competition from domestic smartphone makers.
For the tech industry, the doubling of first-hour sales suggests robust consumer appetite for premium smartphones in China, despite broader economic headwinds. The rapid delivery model, enabled by local store networks, is also setting new expectations for online retail logistics.
