At TopZone, operated by Vietnamese retail giant Mobile World, large crowds turned out for the launch event despite the hot weather, with the first iPhone 18 Pro and Pro Max devices handed over to customers on Friday morning.

A TopZone representative said more than 180,000 customers had placed deposits for Apple's two new flagship models. However, only about 20,000 devices were available in the first delivery wave across 80 stores nationwide, with the remaining customers expected to receive their phones in subsequent shipments.

According to Doan Van Hieu Em, CEO of Dien May Xanh, the number of customers ordering the iPhone 18 Pro and Pro Max through the retail system this year was twice that recorded for the iPhone 17 Pro and Pro Max last year.

TopZone has now achieved its initial targets of securing a 50% market share, helping Vietnam become a Tier 1 market and generating $1 billion in Apple retail sales, he said. The retailer aims to reach $2 billion in Apple product sales in Vietnam over the next five years.

One preference was particularly evident among customers collecting their devices at TopZone on Friday morning: the overwhelming majority opted for the Burgundy iPhone 18 Pro Max, with relatively few choosing other colors.

At Minh Tuan Mobile, pre-orders for the iPhone 18 Pro and Pro Max had surpassed 13,000 by the end of September 17. The retailer expected to hand over around 500 devices to pre-order customers on the first day of sales.

Nguyen Minh Tuan, the retailer's director, said the company was continuing to raise its customer service standards this year under the slogan "Hen sao. Giao vay," roughly meaning "Delivered as promised."

The pledge, according to the retailer, is intended to ensure devices are delivered on schedule and at their listed prices, without additional conditions or hidden costs for customers.

Color preferences at Minh Tuan Mobile also showed a clear divide. Most male customers opted for the new Burgundy iPhone 18 Pro Max, while some female customers chose the Glacier color because they considered it compatible with their personal feng shui element.

Di Dong Viet, meanwhile, recorded more than 20,000 pre-orders. The retailer expected to fulfill only about 8-10% of those orders in the initial round, leaving the rest of its customers waiting for subsequent shipments.

As at other retailers, Burgundy was the most popular color among Di Dong Viet customers. Some female buyers chose Glacier, while other colors attracted relatively little interest.

At some retailers, customers purchasing an iPhone 18 Pro or Pro Max also received a box of accessories distributed by TLC Trading.

Other major retailers, including CellphoneS, FPT Shop and Viettel Store, also began officially delivering the iPhone 18 Pro and Pro Max on the morning of September 18, with the first devices going to customers who had placed their orders earliest.