iPhone 18 hits Vietnam's stores: Crowds gather early, tens of thousands delivered

The iPhone 18 launch drew lively crowds from early morning on Friday, with retailers reporting record numbers of customers upgrading from older iPhone models to the latest release, while the new color options proved particularly popular.

Crowds gather early as tens of thousands of iPhones go out

At exactly 8:00 am, several central areas of Ho Chi Minh City grew noticeably busier as customers lined up to experience and collect their new iPhones. 

Tran Quang Khai Street in Tan Dinh Ward became a focal point, with major retailers including Minh Tuan Mobile, Di Dong Viet and 24hStore welcoming hundreds of tech enthusiasts, artists and KOLs for the first wave of deliveries.

The scale of the launch was reflected in the numbers. 

TopZone said it expected to deliver as many as 20,000 iPhone 18 units to customers who preordered nationwide.

Doan Van Hieu Em, CEO of TopZone, said each new iPhone generation brings notable changes to the technology retail sector. 

He expects this year’s launch to further raise service standards and drive growth in the premium segment.

Minh Tuan Mobile, which surpassed 13,000 preorders before the iPhone 18 went on sale, expects to hand over about 500 units on Friday. 

The retailer has also pledged to deliver customers the exact models and configurations they ordered under its 'What you order is what you get' commitment.

At 24hStore, deliveries are organized by registration groups, with about 520 units expected to reach customers on the first day.

Di Dong Viet plans to fulfill 8 to 10 percent of its total preorders through both in-store pickup and free home delivery.

Early figures from retailers show the iPhone 18 Pro Max continuing to dominate demand, accounting for nearly 70 to 88 percent of total preorders.

The 256GB model was the most popular choice, with consumers citing its price and storage capacity as key considerations.

In terms of colors, two new options, Burgundy Red and Ice Blue, have generated strong interest, with Burgundy Red accounting for as much as 67 percent of customer selections at some retail chains.

Retailers race to offer iPhone 18 upgrade incentives 

Beyond demand for the new devices, this year’s launch has also seen a strong wave of customers opting for trade-in programs.

Di Dong Viet said more than half of its customers who placed deposits plan to trade in their current devices for a newer iPhone. 

To speed up the process, the retailer has introduced AI-powered trade-in assessment technology, cutting device inspections to five to ten minutes without hardware intervention. 

Customers can also receive additional trade-in support of up to VND5.5 million (US$212), with total incentives reaching VND9.5 million ($368).

Retailers are also ramping up subsidies and financing options to drive demand. 

Minh Tuan Mobile offers up to 88 percent of the value of an old device through its trade-in program, plus a VND3.85 million ($146) gift package. 

24hStore offers up to VND4 million ($152) in trade-in support and an exclusive 36-month battery warranty, while TopZone offers direct discounts of up to VND5 million ($190) through payment partners, plus VND3 million ($114) in additional trade-in support.

Most major retailers are offering 'three-zero' installment plans, zero interest, no down payment and no additional fees, with terms of 12 to 18 months. 

The plans are designed to ease the financial burden for consumers, as official iPhone Pro and Pro Max models are priced from VND34.6 million ($1,330) to more than VND77 million ($2,960), depending on storage capacity.

After the first day of sales, retailers said they will continue working with Apple to replenish inventory and set up more hands-on technology experience spaces as consumer demand grows.