Vietnam iPhone sales drop 20-30% as buyers await iPhone 18

Vietnam’s smartphone retailers are watching their iPhone shelves quietly empty out, and the reason has nothing to do with a lack of interest. As Apple gears up to unveil the iPhone 18 at midnight on September 10, iPhone sales in Vietnam have dropped noticeably, with buyers holding cash in hand but waiting for one more piece of news before spending it.

Key takeaways

• iPhone sales in Vietnam have fallen 20-30% compared to normal periods, according to 24hStore’s head of e-commerce, Anh Hong.
• Older models like the iPhone 15, iPhone 16, and iPhone 17 have seen price cuts, with the iPhone 17 series down about 5%, or nearly 3 million VND, depending on the model.
• Some iPhone 17 units are now retailing for as low as 31.99 million VND, per CellphoneS.
• The iPhone 17 Pro Max still drives roughly 60% of iPhone sales at CellphoneS, showing loyalty to the current flagship even amid the slowdown.
• Apple’s iPhone 18 launch event kicks off at midnight on September 10, the moment retailers and shoppers alike are circling on their calendars.

iPhone Sales Decline Ahead of iPhone 18 Launch

Sales have slowed by 20-30% compared to a typical stretch, a pattern that tends to repeat itself every year just before Apple rolls out a new generation of iPhones. It’s less about waning interest and more about timing — buyers know something bigger is coming.

Anh Hong, head of e-commerce at 24hStore, told local reporters that demand for iPhones hasn’t actually cooled. What’s changed is the calculus shoppers are making. Many are holding off, waiting to see what the iPhone 18’s design, features, and price tag will actually look like before deciding whether to buy now or wait a few more weeks.

This hesitation matters for the broader Vietnam smartphone market too. When a segment as dominant as iPhones pauses, it ripples through retail revenue projections, inventory turnover, and even promotional calendars tied to the pre-holiday shopping season.

Price Adjustments on Older iPhone Models

Retailers have started trimming prices on the iPhone 15, iPhone 16, and iPhone 17 lineups, but the cuts are measured rather than dramatic — a sign that nobody’s panicking about unsold stock. This is a calculated, gradual repricing rather than a fire sale.

Van Thi Ngoc Yen, director of the Apple product line at Di Dong Viet, said prices for some older-generation iPhones have been adjusted, with the iPhone 17 price discount landing around 5%, or nearly 3 million VND depending on the specific model.

CellphoneS representative Lac Huy backed that up, noting the iPhone 17 series dropped by as much as 3 million VND in August alone, spanning both standard and Pro versions. Some configurations, he said, are now available starting at 31.99 million VND.

Neither retailer described this as a rush to clear shelves. Instead, the adjustments have rolled out gradually, and both companies say they’re not under pressure to slash prices further just because a new model is on the horizon.

Retailer Inventory Management and Supply Chain Stability

Retailers say they’ve been managing stock levels carefully well before the iPhone 18 reveal, which is exactly why they haven’t needed to panic-discount older inventory. Getting ahead of the launch cycle has become the standard playbook for Vietnam’s biggest Apple resellers.

A Di Dong Viet representative explained that adjusting inventory in advance lets the retail system respond more nimbly once the new generation actually hits shelves, rather than scrambling to offload leftover stock at a loss.

CellphoneS pointed to a bigger structural reason behind the calm: Apple’s tight grip on its own supply chain. That control keeps product availability steady across the market, which in turn takes the pressure off retailers to gut prices on older models just to move units.

One number stands out here — the iPhone 17 Pro Max still accounts for roughly 60% of iPhone sales inside CellphoneS’s system. Di Dong Viet echoed that sentiment, noting the Pro Max continues to draw the most customer interest among the previous generation. Even with a new iPhone just days away, the current flagship hasn’t lost its pull.

Why does this matter beyond Vietnam’s borders? It suggests Apple’s demand curve is holding firm even in a market known for price sensitivity, and it hints that whatever comes next with the iPhone 18 will need to clear a fairly high bar to unseat a Pro Max that’s still selling strong.

Upcoming iPhone 18 Launch Event Details

Apple’s biggest event of the year lands at midnight on September 10, and it’s the single date every retailer, reseller, and shopper mentioned in this story is circling. The iPhone 18 launch in Vietnam is expected to reset pricing conversations across the board once the specs and cost are finally confirmed.

Until that moment, the market sits in a kind of holding pattern — sales softer than usual, prices trimmed just enough to keep movement going, and inventory positioned so retailers aren’t caught flat-footed either way the announcement lands.

FAQ

Why have iPhone sales in Vietnam declined recently?

iPhone sales have dropped by about 20-30% as customers wait for the new iPhone 18 launch and its details.

Have prices for older iPhone models changed before the iPhone 18 launch?

Yes, prices for older models like iPhone 15, 16, and 17 have been reduced gradually by about 5%, nearly 3 million VND for the iPhone 17 series.

How are retailers handling inventory before the new iPhone launch?

Retailers have proactively balanced inventory levels and are not under pressure to drastically discount older models.

When is the official iPhone 18 launch event scheduled?

Apple’s iPhone 18 launch event is scheduled for midnight on September 10.

Article produced with the assistance of artificial intelligence and reviewed by the editorial team.