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iPhone 18 Pro Max resale premium collapses from 500 yuan to 200 yuan in one day
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A field investigation by Securities Times reporters reveals a rapid cooling of the resale market for Apple's newly released iPhone 18 series in China. On the launch day, iPhone 18 Pro Max commanded a premium of around 500 yuan, with the burgundy red version being the most sought-after, peaking at 800 yuan in early morning trades. However, by the next day, September 19, a recycler told reporters that the premium had collapsed to only 200 yuan, warning that ordering now would likely result in losses. In contrast, the iPhone 18 Pro model has already fallen below its official retail price, with e-commerce platforms like Pinduoduo listing the 256GB version at 9,099 yuan, 900 yuan below Apple's official price. Apple's customer service responded that third-party channels have independent pricing power and that Apple does not intervene in their promotions. Data from the De Wu app shows that the average transaction price for the iPhone 18 Pro Max 256GB burgundy red version has dropped 2,027 yuan (14.6%) from its pre-sale peak of 13,888 yuan to 11,861 yuan.
Source report
Following the launch of the iPhone 18 series, the market has shown a clear divergence in demand. The iPhone 18 Pro Max has been highly sought after by scalpers, with spot resale premiums exceeding 700 yuan, while the iPhone 18 Pro has seen weak demand, with some scalpers bluntly stating, "No one wants it."
Market Premiums Decline Rapidly on Launch Day
On September 18, the official launch date, market premiums for the iPhone 18 Pro Max quickly declined.
According to reports, on the first day of sales, scalpers were generally offering premiums of around 500 yuan for initial batches of the iPhone 18 Pro Max. The Burgundy Red color variant was the most sought-after, commanding a slightly higher premium than other colors. However, buyback prices dropped rapidly, with the industry now offering an average premium of just 300 yuan for acquisition.
One scalper revealed that on launch day, the peak morning buyback price reached 800 yuan, but by the afternoon, prices had already fallen significantly, with expectations that the trend would continue downward.
Store Visits Reveal No Premium Buyback Policies
On September 19, a reporter from Securities Times visited an Apple store on the South Third Ring Road in Beijing.
During the visit, a consumer inquired about reselling an iPhone 18 Pro purchased online at a premium through the store. A store staff member responded: "The store supports device trade-ins, but only at second-hand market rates. We do not offer premium buybacks."
The reporter also consulted major digital device trade-in platforms in the mall and learned that neither the iPhone 18 Pro nor the iPhone 18 Pro Max currently has a premium buyback policy. All devices are valued based on real-time second-hand market rates.
Buyback Prices Collapse
On September 19, the reporter contacted a phone recycler to check the latest market conditions. The recycler stated: "We are not offering any premium for the iPhone 18 Pro right now. For the iPhone 18 Pro Max, we are only adding 200 yuan today. Yesterday it was 500 yuan. The price has collapsed. If you're planning to order now, don't bother. By the time the device arrives, you'll lose money—we'll buy it back for less than what you paid."
E-Commerce Data Shows Continued Price Decline
Data from e-commerce platforms also indicates that market transaction prices for the iPhone 18 Pro series have been steadily declining from pre-sale to official launch.
According to data from the app Dewu, most popular versions of the iPhone 18 Pro Max are still selling above the official retail price, but the premium has narrowed significantly compared to the peak on the first day of pre-sales.
For example, the most popular and sought-after variant—the iPhone 18 Pro Max 256GB in Burgundy Red—had a latest average transaction price of 11,861 yuan, a premium of 862 yuan over the official price of 10,999 yuan. On September 12, the first day of pre-sales, the average transaction price peaked at 13,888 yuan. By the official launch date, the price had dropped by 2,027 yuan, a decline of approximately 14.6%.
iPhone 18 Pro Sees Price Below Retail
In stark contrast to the still-premium market for the iPhone 18 Pro Max, the iPhone 18 Pro has already seen prices fall below the official retail price—a topic that has trended on social media platforms.
As early as September 14, data from multiple e-commerce platforms showed that the 256GB version of the iPhone 18 Pro had dropped to 9,099 yuan, a direct reduction of 900 yuan from Apple's official launch price of 9,999 yuan, marking the start of below-retail pricing. Additionally, after applying trade-in offers and platform subsidies, the actual purchase price was even lower than the official retail price.
Apple Responds to Third-Party Pricing
In response to the phenomenon of "iPhone 18 Pro prices falling below retail on e-commerce platforms," an Apple customer service representative stated: "Third-party sales channels have the autonomy to set their own prices. Platform subsidies, store promotions, and other discount activities are independent decisions by the channels. Apple does not intervene in third-party pricing."
(Source: Securities Times)
Source
东方财富网-纵深调查Regional
Part of this Story
iPhone 18 Pro Launch Draws Queues; Pro Max Model Commands Premiums Up to 800 Yuan