Apple’s iPhone 18 Pro and Pro Max have reportedly attracted more than seven million preorders across China’s sales channels. The strong response contrasts with a less enthusiastic assessment of US preorders by analyst Jeff Pu.
The surge comes as Apple’s European regulatory documents reveal larger batteries, with the Pro Max recording the bigger capacity increase.
China preorders surge despite higher prices
Preorders opened at 8pm on Saturday, September 12. Retailer JD reportedly exhausted its available allocation in under a minute, although its initial stock remains undisclosed. Other retailers reported similar demand.
Tmall’s preorder revenue from the two models reached twice the level generated by their iPhone 17 Pro predecessors last year.
However, revenue growth does not directly establish how many additional phones customers ordered. Both models cost CNY1,000 more than their 2025 equivalents.
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The iPhone 18 Pro starts at CNY10,000, while the Pro Max begins at CNY11,000.
Around 60% of buyers reportedly chose the smaller Pro, reversing the Pro Max’s usual lead. Its lighter build appears to be a draw: the Pro weighs 211g, compared with the Pro Max’s 249g.
Burgundy emerged as the most popular colour. Its reported appeal includes a Chinese-language association between the colour’s name and “prosperity”.
The seven-million figure represents reported preorders, rather than confirmed deliveries or an Apple-announced sales total.
Pro Max gets the larger battery increase
Apple’s European product information sheets list a 4,056mAh battery for the iPhone 18 Pro and 5,391mAh for the Pro Max. These figures cover models with physical SIM trays.
Their predecessors carried 3,988mAh and 4,823mAh batteries, respectively. The Pro therefore gains 68mAh, or 1.7%, while the Pro Max adds 568mAh, or 11.8%.
The 6.3-inch Pro also accommodates an A20 Pro processor and a larger vapour chamber.
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Apple says the smaller model now matches last year’s Pro Max battery life. Its 2nm A20 Pro chip and C2 modem offer potential efficiency gains, with the modem reportedly consuming 15% less energy.
European endurance ratings reach 52 hours for the Pro, up from 47, and 62 hours for the Pro Max, up from 53. Both carry ratings of at least 1,000 charging cycles.
These standardised endurance figures differ from Apple’s video-playback claims.
EU smartphone energy-labelling requirements took effect on June 20, 2025, under Regulation 2023/1669. They require product information sheets containing rated battery capacity.
eSIM battery capacities remain estimates
Apple sells eSIM-only iPhones in 12 markets, including the United States, Japan, Saudi Arabia and the UAE.
Removing the SIM tray frees space for a larger battery. Apple puts the benefit at two additional hours of video playback.
Last year’s eSIM-only Pro and Pro Max carried 4,252mAh and 5,088mAh batteries.
Applying similar capacity gains suggests roughly 4,320mAh and 5,655mAh for the new eSIM models. Those figures remain estimates, not published Apple specifications.
