At 8 p.m. on September 12, the pre-sale of Apple’s iPhone 18 Pro series commenced, and within moments, both the official website and major e-commerce platforms reported complete sell-outs. Some consumers raised suspicions about Apple’s potential use of hunger marketing strategies. In response, Apple’s customer service refuted these claims, explaining that the overwhelming demand from eager buyers resulted in a limited initial supply, subsequently causing delays in delivery schedules. Presently, the initial batch intended for the September 18 launch is completely out of stock, both online and in physical stores. A notable trend has emerged on second-hand platforms, where initial orders are being resold at inflated prices, a practice that the official authorities discourage consumers from engaging in.

Among the 256GB variants of the iPhone 18 Pro series, the iPhone 18 Pro is priced at 9,999 yuan, while the iPhone 18 Pro Max commands a price of 10,999 yuan, marking a 1,000 yuan increase from its predecessor. Both models offer support for storage capacities of up to 2TB. The design aesthetics remain consistent with the 17 Pro series, featuring four distinct color options. This series stands out as the first to incorporate the A20 Pro chip, crafted using a cutting-edge 2nm process, and comes standard with 12GB of memory across all configurations. In terms of battery performance, the iPhone 18 Pro and iPhone 18 Pro Max can sustain video playback for up to 34 hours and 43 hours, respectively.

Following the rapid sell-out of the initial pre-sale, customers who have pre-ordered can anticipate receiving their devices as early as October. JD.com is set to initiate a new round of pre-sales at 8 p.m. on September 13, with deliveries scheduled to commence from September 18 for those who have pre-ordered. Meanwhile, pre-orders on Taobao indicate an estimated delivery window within 18 days.