Just four people lined up at IFC’s Apple Store for the iPhone 18 Pro launch, even as early estimates from India point to higher sales.
By Bertil Laursen | Hong Kong | Photos: Bertil Laursen
Only four people were waiting in line at the Apple Store in IFC Mall on Friday morning as the iPhone 18 Pro and Pro Max went on sale in Hong Kong.
The quiet turnout contrasted with early sales estimates from India. According to Business Standard, Counterpoint Research estimated day-one demand for the iPhone 18 Pro was 15 to 28 per cent higher than for the iPhone 17 Pro in several Indian cities, while Indian retailers reported bookings for the Pro and Pro Max were up 40 to 50 per cent. No comparable Hong Kong estimate was available at the time of writing.
Jason Chang, 31, a computer engineer, came to pick up a preordered iPhone 18 Pro.
“I don’t get every new iPhone, but I am a tech nerd, and I like the newest technology,” he said. “The price is very high, but I have been excited for many weeks now, so I think it is worth it.”
Jordan Wong, 29, works at the IFC store and also worked at last year’s iPhone 17 launch. He said he was glad to see so many people there, and could not recall whether last year’s launch had drawn fewer.
This year’s Pro models are more expensive. According to Yahoo Finance, the iPhone 18 Pro starts at US$1,199 in the United States and the Pro Max at US$1,299, each US$100 more than last year. In Hong Kong, the 2TB Pro Max is listed at HK$22,000, up from HK$17,000 for last year’s 2TB Pro Max.
A launch with fewer models
This year’s launch is also different. Apple released only the iPhone 18 Pro and Pro Max, with no standard iPhone 18 at launch. The standard model is not expected until early next year, and Business Standard reported that this could make in-store demand more muted. Last year’s launch included a standard iPhone 17, making direct comparisons between the two launches difficult.
So why the short queue?
Pre-orders may be part of the answer. Buyers like Chang, who reserved their phones in advance, can collect them without waiting for stock. But pre-orders can’t explain everything: in India, buyers who had pre-booked still queued from as early as 6 a.m., according to Business Standard.
Elsewhere in Hong Kong, the picture looked different. Local outlet Dim Sum Daily reported overnight queues at Apple’s Canton Road store in Tsim Sha Tsui. It also reported that resale buyers at Sin Tat Plaza in Mong Kok were paying around HK$2,000 above retail for the burgundy Pro Max.
Whether IFC’s quiet Friday points to softer demand or a changed launch playbook is not something one store can settle. For now, the only hard number from IFC is four.