AIS and True step up premium phone rivalry with iPhone 18 Pro and Pro Max

Competition in the premium smartphone market intensified on Friday (September 18, 2026), as Advanced Info Service Public Company Limited (AIS) and True Corporation Public Company Limited began delivering the iPhone 18 Pro and iPhone 18 Pro Max to their first customers. At 8am, Thai and foreign buyers also arrived at Apple Central World for the first day of sales.

The first Thai customer to receive a device at the store, Tharadon Misapman, said he had joined the queue at 3am after pre-ordering on Saturday (September 12, 2026). He chose a 512GB iPhone 18 Pro Max in Burgundy.

Both operators are using device discounts, trade-ins, premium monthly plans, priority network access and after-sales care as central selling points. The competition therefore extends beyond handset sales to retaining customers and increasing long-term monthly service revenue.

AIS sees higher Pro pre-orders and expects sales value to rise

Prapat Siangjan, AIS chief retail management officer, said pre-orders for the iPhone 18 Pro and iPhone 18 Pro Max had received a stronger response than at last year’s launch.

Although total unit volumes were slightly lower at the outset because the base iPhone model was not released at the same time, Pro pre-orders increased, leading the company to expect launch-period sales value to rise from a year earlier.

“Although total unit volumes at the outset are slightly lower than last year because there is no base model, the number of Pro devices has increased. As a result, launch-period sales value will certainly grow from last year,” Prapat said.

The iPhone 18 Pro and iPhone 18 Pro Max were launched in four colours: Burgundy, Glacier, Silver and Black.

Only the Pro models are being marketed in this initial phase.

Strong pre-order demand has left the first shipment insufficient to meet customer needs.

Some customers may have to wait about three to four weeks for their devices before additional shipments arrive.

The iPhone Duo, Apple’s first foldable smartphone, is scheduled to go on sale on Friday (October 23, 2026).

AIS therefore expects that it may hold another customer handover event in October, while the base iPhone 18 is expected to follow in early 2027.

AIS targets premium customers with VIP trade-in strategy

For the new iPhones, AIS is using a VIP strategy comprising Value, Infrastructure and Personalised Convenience, bringing together the value of customers’ existing devices, handset discounts, packages and other benefits in a single offer.

The first pillar is Value, delivered through the “Easy Trade-in, Pay 0 baht” campaign.

Customers can trade in specified older models for new devices without the value being assessed according to their condition, subject to company terms.

The offer covers AIS post-paid customers who have been with the operator for at least one year, as well as those taking out a new number or switching networks, provided they subscribe to a 5G VIP Ultra plan costing THB1,699–2,999 per month with a 24-month service contract.

Customers on the plans receive Network Priority and Serenade Gold or Platinum status, the right to select a telephone number subject to conditions, and access to AIS PLAY Premium Plus and ReelShort for 24 months.

AIS also offers handset discounts of up to THB25,000 with a new package starting at THB699 per month.

The package includes 60GB of full-speed data and AIS PLAY Asian, incorporating iQIYI, Viu and WeTV for six months, as well as ReelShort for one year.

Customers buying a handset without a service contract can receive a discount of up to THB17,300.

Those trading in specified older models can receive an additional AIS discount of up to THB5,300, with limited availability.

Serenade customers can redeem AIS Points for an additional discount of up to THB12,000 and receive up to twice the usual number of points.

Other customers can redeem points for discounts of up to THB5,000, while Serenade customers subscribing to AIS Care+ with AppleCare Services are entitled to one free screen replacement, subject to conditions.

AIS is also allowing CLICX app users to obtain walk-in queue coupons to buy the iPhone 18 Pro, iPhone 18 Pro Max and iPhone 17 Pro Max at AIS SIAM from Thursday (September 17, 2026) to Thursday (September 24, 2026).

The offer is limited to 2,000 devices in total, and coupon recipients can make their purchase the following day.

5G-Advanced and in-store service form key selling points

The second AIS pillar is Infrastructure, with the operator promoting the readiness of its 5G-Advanced network.

The company said it had activated simultaneous aggregation of more than one frequency band on its 5G Standalone network, including Downlink 3CC and Uplink 2CC data transmission, while also supporting Voice over New Radio (VoNR), which allows voice calls to be carried directly over 5G.

The third pillar is Personalised Convenience, which is intended to reduce the steps involved in changing devices through the AIS Pro team, from assessing the existing handset and preparing the new one to transferring data and configuring the device.

AIS is also using its AI Assistance system to help staff access product, package, promotion and benefit information more quickly, enabling them to tailor offers to each customer’s usage pattern.

The strategy shows that AIS is using Pro products, handset discounts, network quality and in-store service to increase sales value and retain premium post-paid customers.

True5G launches handovers at five locations with drone experience

True5G began delivering the iPhone 18 Pro and iPhone 18 Pro Max to the first groups of True and dtac customers under the theme “iPhone 18 Pro X True5G – Where Everyday Extraordinary Begins”.

True held events at five Bangkok locations: Wat Arun Ratchawararam, Hua Lamphong, Siam Square, ICONSIAM and Happitat.

Sigve Brekke, group chief executive officer, joined other True Corporation executives in handing devices to customers.

One of the main activities involved using the True SkyBridge drone platform as part of the handover to the first group of customers.

The company also staged the Luminaire Experience, an immersive presentation at the True Branding Shop in Siam Square Soi 2.

True SkyBridge is an autonomous aerial logistics platform connecting drones, a mission management system, a control centre and an operations team through a 5G network.

It sends location data, flight status information and drone images back to the control centre in real time.

The system also uses artificial intelligence to analyse data, plan and adjust routes, manage missions and support safety decisions.

True plans to develop the platform beyond transporting medicines and medical supplies for future use in Smart Logistics.

True5G promotes discounts of up to THB27,700

In its commercial offer, True is promoting discounts for customers trading in older devices, together with the “Pro Na Lock” promotion, which links handset discounts with device care and a buy-back offer the following year.

Niphon Raksriaksorn, head of retail and omnichannel customer experience at True Corporation, said customers trading in older devices could receive combined discounts of up to THB27,700, subject to conditions.

The offer comprises:

• A discount of up to THB7,700 when buying a device with a package
• A trade-in discount of up to THB7,000
• A customer-tenure discount of up to THB2,000
• A discount of up to THB10,000 through TruePoint or dtac Coins
• An additional THB1,000 discount for ALL member customers redeeming M-Stamp worth THB227

The iPhone 18 Pro with a package starts at THB41,200, or THB1,145 per month on an instalment plan.

The iPhone 18 Pro Max with a package starts at THB45,200, or THB1,256 per month, with interest-free instalment options of up to 36 months.

Additional benefits include one month of free access to vertical short-form series from TATANG through the TrueID app, discounts of up to 20% on accessories, and three months of free access to Apple TV+, Apple Music and Apple Arcade, subject to conditions.

“Pro Na Lock” aims to retain customers until their next upgrade

Customers who buy a device, subscribe to a True5GX package costing at least THB1,499 per month and join the “Pro Na Lock” promotion receive True Value Care free for one year, worth more than THB5,000 in total.

It covers three benefits:

• Upgrade: a locked buy-back value of up to 65% of the device’s normal price the following year
• Refresh: one screen or battery replacement per year
• Swap: one device replacement per year

The True5GX package also includes Priority Access to manage service quality and allocate network resources during periods of heavy use.

True is positioning this as a benefit for using new smartphones on its 5G network.

True began selling the iPhone 18 Pro and iPhone 18 Pro Max through True shops, dtac shops and online channels on Friday (September 18, 2026).