The iPhone 18 Pro and Pro Max series drew a stronger consumer response than forecast on the first day of sales in Thailand on Friday, as replacement demand supported purchases, while retailers and mobile operators competed to offer trade-in schemes, extended financing and future buyback offers.
The response signals resilience among early adopters despite broader economic headwinds.
Takon Niyomthai, investor relations executive at IT retailer Com7, said buyers preferred the Pro Max in burgundy with 512 gigabytes of storage, while the iPhone 18 Pro also attracted demand for the 256GB version.
Pre-orders for the iPhone 18 series grew at a faster pace than those for previous series. Some users upgraded from the iPhone 12-14 series, while there were also first-time iPhone buyers, he noted.
A substantial base of older devices, strong brand loyalty and new features continued to encourage purchases, said Mr Takon.
Trade-ins also supported replacement demand.
“Roughly 20% of buyers traded in devices,” he noted.
Trade-in values ranged from 8,000-10,000 baht to several tens of thousands of baht, depending on the models and conditions.
Com7 offers a credit card instalment plan with 0% interest for 36 months, as well as a UFUND loan for 48 months to woo buyers.
The company reported the number of registrants expressing interest in its trade-in programme increased by more than 100% compared with previous models, showing that consumers prioritise device upgrades and value retention.
Three months before the launch of the iPhone 18 series, the iPhone 17 attracted buyers concerned that Apple would increase iPhone prices after raising those of the iPad and MacBook, said Mr Takon.
Com7 plans to open pre-orders for the iPhone Duo model on Oct 16, with delivery starting on Oct 23. Prices start at 79,900 baht for the star white and night sky colours.
“The continued increase in memory costs will drive up smartphone prices until at least mid-2027,” he said.
Retailer Copperwired reported brisk opening-day activity, with the Pro Max its most popular model.
The company expects a full quarter of iPhone 18 Pro series sales, together with accessories and related services, to support its fourth-quarter business performance.
Advanced Info Service (AIS) and True Corporation are offering a wide array of campaigns for new iPhone purchasers.
AIS’s “Turn Sabai, Pay 0 Baht” campaign teases an upgrade to the latest iPhone model while reducing the financial burden for customers. Customers can trade in their old device for a new one without a condition-based device appraisal, subject to terms and conditions.
True is offering the “Pro Na Lok” package, covering value, device care and future upgrades, bundled with the True5GX package. This campaign locks in the device buyback price for the next year and offers free device protection and care for one full year.