Vietnamese consumers spent an estimated more than 1.5 trillion dong (about US$57.7 million) on Apple’s iPhone 18 Pro and iPhone 18 Pro Max during the first day of sales, according to estimates from the country’s largest authorized retailers.
Vietnam remained among the first-wave launch markets, with deliveries beginning on Sept. 18 alongside more than 60 countries and territories.
Sales dominated by premium models
The strongest demand came from the higher-end iPhone 18 Pro Max, which accounted for the vast majority of early purchases despite its starting price of 41.99 million dong (around US$1,615). The iPhone 18 Pro starts at 38.99 million dong (about US$1,500).
TopZone, Apple’s specialist retail chain operated by Mobile World Investment (MWG), said it received more than 180,000 pre-orders since Sept. 12. On launch day alone, it delivered nearly 20,000 devices, with 90% being the Pro Max model.
Based on retail pricing, TopZone’s first-day revenue is estimated at at least 833 billion dong (US$32 million). One flagship store in downtown Ho Chi Minh City handed over 500 iPhones during the morning launch event.
The retailer said deliveries are being paced by Apple’s allocation schedule, with limited initial supply for the new Burgundy Red and Ice Blue color options.
Major distributors report strong demand
Other authorized Apple retailers also reported robust launch-day sales:
| Retailer | Units delivered | Estimated revenue |
|---|---|---|
| TopZone (MWG) | Nearly 20,000 | 833 billion VND (US$32.0M) |
| CellphoneS | Over 8,000 | 340 billion VND (US$13.1M) |
| Hoang Ha Mobile | Not disclosed | Nearly 100 billion VND (US$3.8M) |
| FPT Shop | 3,000 | At least 124 billion VND (US$4.8M) |
CellphoneS said it accepted around 50,000 pre-orders, roughly three times last year’s figure, although supply shortages prevented all orders from being fulfilled on the opening day.
Hoang Ha Mobile said revenue rose 20–30% from last year, driven mainly by sales of the 256GB iPhone 18 Pro Max in Burgundy Red, while the 512GB version remained in short supply.
FPT Shop reported that the Pro model represented about 20% of its 3,000 launch-day deliveries.
More than 300,000 pre-orders nationwide
Before the official release, Vietnamese retailers collectively recorded over 300,000 pre-orders for the new iPhone lineup within a single day. With customers placing deposits of 1 million dong per device, advance payments exceeded 300 billion dong (approximately US$11.5 million).
Industry estimates suggest the actual first-day revenue was higher than 1.5 trillion dong, as Vietnam has around 10 authorized Apple retail chains, while Apple does not disclose sales through its online Apple Store in Vietnam.
The launch-day performance matches the debut of the iPhone 14 in 2022 and is reported to be about 50% higher than first-day sales of the iPhone 15 and iPhone 16.
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