AAPL · News · 20260916N

Market Demand Trends - Upgrade Cycle

Apple Inc. · 2026-09-16 · Importance 17 · Surprise 24

An analyst characterized preorders for Apple’s iPhone 18 Pro and iPhone 18 Pro Max as “lukewarm.” Apple began accepting preorders on Saturday, with the devices scheduled to go on sale at the end of the week. The report suggests potentially softer initial demand for the premium iPhone 18 models, although it provides no quantified preorder comparison or geographic detail.

Key facts

• Apple began taking pre-orders for the iPhone 18 Pro and iPhone 18 Pro Max on Saturday and the phones are going on sale at the end of this week. source
• Preorders for Apple's new iPhone 18 Pro and iPhone 18 Pro Max were described as "lukewarm," according to an analyst. source