OMM Newsroom
According to data released by Counterpoint Research on October 27, global sales of the iPhone 18 Pro and iPhone 18 Pro Max rose 3.1% in the first three weeks after launch compared with the previous series. AnewZ reports that sales increased 29% in China, while falling 4% in the United States and 27% in Japan.
These differences also raise a question for buyers in Azerbaijan: could rising global production costs affect iPhone prices in the local market?
Factors affecting smartphone prices
According to Counterpoint Research’s Market Monitor report, published on October 12, global smartphone shipments fell 20% year-on-year in the third quarter of 2026, reaching their lowest level for that period in 14 years.
The research firm attributed the decline to higher prices and shortages of DRAM and NAND memory chips, key components in manufacturing. Counterpoint Research estimates that as manufacturers pass on rising costs to buyers, smartphone retail prices worldwide have risen by 20% so far in 2026.
Samsung led global smartphone shipments in the third quarter with a 23% market share. Apple’s share reached 22%, its highest level for that period, despite a year-on-year drop in shipments.
Manufacturers have responded to higher costs in different ways. According to Counterpoint Research, OPPO and vivo raised prices for some entry-level and mid-range phones, while Xiaomi adjusted its shipment plans to protect profits by reducing its focus on cheaper models.
The data indicate that demand for premium smartphones has remained relatively resilient, while more affordable models have faced upward price pressure.
Growth in China, declines in the United States and Japan
Counterpoint Research partly attributed the 29% increase in iPhone 18 Pro sales in China to the product’s greater affordability and rising prices for competing flagship models. According to a separate report published by the firm on October 19, shipments in China’s overall smartphone market fell 10% year-on-year in the third quarter of 2026.
Huawei accounted for 21.3% of shipments in the Chinese market that quarter, while Apple had a 19.5% share. Counterpoint Research also noted that the delayed launch of the standard iPhone 18 could boost demand for the more expensive Pro models.
The firm partly attributed weaker sales in the United States to higher prices and buyers seeing fewer changes in the new models compared with previous versions. New features announced by Apple in September include the A20 Pro processor, a new 48-megapixel main camera with a variable aperture, longer battery life and expanded artificial intelligence capabilities.
The starting price of the 256GB iPhone 18 Pro in the United States is $1,199. However, Counterpoint Research’s data show that the new features did not lead to higher sales in every market.
In Japan, the 256GB iPhone 18 Pro launched at 219,800 yen. The starting price of the iPhone 17 Pro with the same storage capacity, introduced in September 2025, was 179,800 yen. The difference between the two launch prices is 40,000 yen, or about 22.2%.
The price increase coincided with a 27% decline in iPhone 18 Pro sales during its initial launch period, but the data do not prove that higher prices caused the decline. Counterpoint Research also cited exchange-rate pressures among the factors weakening demand in Japan.
What affects prices in Azerbaijan?
One authorized retailer in Azerbaijan is offering the 256GB iPhone 18 Pro for 3,589 manats. Apple’s $1,199 starting price for the United States can serve as a point of comparison, but a direct comparison would not account for taxes, distribution and other local costs.
Imported smartphone prices are affected by international wholesale costs, shipping, taxes, distribution expenses and retailers’ pricing policies. Existing stocks and supply agreements can also delay the impact of higher global production costs on local retail prices.
Counterpoint Research’s study shows that rising memory chip prices have pushed up smartphone prices worldwide. However, the firm’s data contain no evidence that retailers in Azerbaijan plan to raise iPhone prices again.
As a result, it remains unclear how prices in Azerbaijan will change. Global production costs are rising, but it is not known whether this will affect prices in local stores.
Apple’s varying sales figures in China, the United States and Japan highlight the challenge facing smartphone manufacturers: covering rising production costs while persuading buyers to pay increasingly higher prices for premium devices.
