Apple’s latest smartphones, the iPhone 18 Pro and 18 Pro Max, have reportedly attracted less attention globally than their predecessors. Several factors may explain: rising component costs have kept retail prices high, economic uncertainty, and attention has shifted towards Apple’s more innovative iPhone Duo, which is set to go on sale on October 16.
Vietnam, however, appears to be bucking the trend. The country recorded at least 300,000 pre-orders for the new iPhone 18 Pro and Pro Max, generating more than VND300 billion (US$ 11,5 million) in deposits alone.
According to Vietnam’s National Statistics Office, the average monthly income of Vietnamese workers reached approximately VND9 million, or US$350, in the first half of 2026. At that income level, a worker would need to save every money they earned for 5 months to afford a 256GB iPhone 18 Pro Max. Yet many Vietnamese consumers still aspire to own the latest iPhone model.
Why Are iPhones So Popular In Vietnam?
According to StatCounter, Apple accounts for 41.64% of Vietnam’s mobile-device vendor market, significantly ahead of Samsung at 19.59%. The gap partly reflects the iPhone’s strong position among Vietnamese consumers, despite its typically higher price than many Android alternatives.
In Vietnam, the iPhone has become strongly associated with quality, durability and resale value. An iPhone 11 can still perform reliably after years of normal use, while newer models can often be resold at relatively competitive prices. For many Vietnamese consumers, an iPhone is therefore seen as a durable, valuable purchase rather than an unjustifiable luxury.
However, the popularity of owning an iPhone has been fuelled largely by flexible financial programmes. In particular, since 2019, Thegioididong – one of Vietnam’s largest mobile retailers– has been offering trade-in values of up to VND27 million (roughly US$1,000) as well as interest-free installment plans. Other retailers, such as CellphoneS and Hoang Ha mobiles, have also introduced similar programmes, as well as associate with different credit institutions to offer different flexible payment options for consumers.
As a result, customers may pay as little as VND2 million (US$75), per month to own the latest iPhone. These options have substantially lowered the upfront financial barrier, further fuelling demand for the latest iPhones among Vietnamese consumers.
The desire to own an iPhone is also fuelled by media coverage and social media. Apple’s annual product launches consistently attract widespread attention, while celebrities and KOLs frequently post about acquiring the latest iPhone—sometimes several of them.
Many Vietnamese also share their new iPhone purchases as personal milestones. As a result, owning the latest model is not merely about buying a new phone; it can also represent a visible and meaningful marker of financial independence and personal achievement.
Accessible, But Is It Truly Affordable?
iPhone users come from a wide range of income groups, they are not limited to workers earning the monthly average of US$350. Many buyers have higher incomes, trade in an older device, maintain emergency savings or have sufficient financial security to absorb the cost comfortably.
For workers earning around US$350 a month, an installment plan starting at US$75 makes a new iPhone considerably more accessible. Yet that monthly payment alone represents more than 22% of their income. Once housing, food, transport, healthcare and other essential expenses are taken into account, such a commitment could place substantial pressure on their disposable income.
The concern is that flexible financing may encourage consumers to evaluate affordability based on the monthly instalment rather than the phone’s total price or their broader financial position. A payment of US$75 may feel attainable even when a US$2,400 device remains disproportionate to the buyer’s income.
This concern becomes more relevant in the context of Vietnam’s relatively limited financial literacy. A 2020 Asian Development Bank Institute study, “Fintech and Financial Literacy in Vietnam”, found that financial literacy in Vietnam remained lower than in China, South Korea and several other Southeast Asian economies. This does not mean that Vietnamese iPhone buyers are necessarily making irresponsible decisions. It does suggest, however, that the rapid expansion of consumer-financing products may not always be accompanied by an equally strong understanding of long-term financial commitments.
In this context, wider iPhone ownership does not mean Vietnamese consumers are becoming wealthier or more financially secure. It primarily demonstrates that premium devices have become easier to acquire. Flexible payment plans may make an iPhone accessible, but accessibility does not necessarily mean that every buyer can afford it in a financially sustainable way.
Being able to bring home a US$2,400 iPhone on a US$350 monthly income is not the same as being able to afford one. If Vietnamese consumers placed greater emphasis on long-term financial security, would owning the latest iPhone still be as attractive?
