The iPhone 17 Pro series accounts for 60% of sales in Taiwan’s iPhone market. (Photo/Reuters)
Apple’s autumn conference is about to take place, and the new generation iPhone 18 Pro series will also be officially unveiled. It is almost certain that the price of the new model will be increased. However, judging from Taiwan’s latest sales report, even if the Pro series becomes more and more expensive, it does not seem to dampen Apple fans’ enthusiasm for buying. The previous generation iPhone 17 Pro series accounted for nearly 60% of Apple’s sales in Taiwan, becoming the absolute main force supporting the overall market.
Taiwanese fruit fans prefer Pro, nearly 60% of sales are supported by high-end models
According to market survey data, since the launch of the iPhone 17 series and iPhone Air in September 2025, as of June 2026, more than 2.06 million iPhones have been sold in the Taiwan market, an increase of 9% compared to about 1.89 million units in the same period last year, showing that the overall replacement purchase sentiment is still quite strong.
If we further break down the sales structure, one thing worth paying attention to is the preference of Taiwanese fruit fans for high-end Pro models. iPhone 17 Pro and iPhone 17 Pro Max together account for nearly 60% of Apple’s sales in Taiwan, accounting for almost half of the entire iPhone market.
The same trend can be seen from the stand-alone sales rankings. Among the top five, although the championship is won by iPhone 17 (256GB), the remaining four positions are all taken by the Pro series, in order: iPhone 17 Pro (256GB), iPhone 17 Pro Max (256GB), iPhone 17 Pro Max (512GB) and iPhone 17 Pro (512GB). In other words, even if the price of the Pro series is significantly higher than the standard version, Taiwanese consumers are still willing to increase their budget when upgrading.
Taiwan iPhone sales rankings (comprehensive data from September 2025 to June 2026).
However, just because Apple fans are willing to go straight to Pro doesn’t mean that they don’t care about the price at all. From the perspective of capacity selection, although the demand for large-capacity versions such as 512GB or even 1TB has gradually increased in recent years, 256GB is still firmly in the mainstream of the market. Looking at the top three single-machine sales, iPhone 17, iPhone 17 Pro and iPhone 17 Pro Max are all 256GB versions.
How much will the iPhone 18 Pro series increase?
As for how much the iPhone 18 Pro series will rise? At present, the market generally predicts an increase of at least 3,000 yuan, and the larger the capacity version, the higher the increase may be. It is not ruled out that the entire series will be increased at different levels.
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