iPhone 18 Pro and Pro Max launched in Thailand with stronger-than-expected first-day sales, driven by replacement demand and competitive trade-in/financing offers from retailers like 7-Eleven, AIS, and True. Trade-in values ranged 8,000–10,000 THB depending on model, with 0% interest installments and 48-month FMFU loans boosting affordability. Thai SMEs in retail, mobile, and device services benefit from accessory and bundled service ecosystems, while rising memory costs suggest pricing pressure through mid-2027.