iPhone 18 Pro Sees Weaker Demand as Buyers Await Revolutionary Foldable iPhone Duo

Latest market data suggests that demand for Apple’s iPhone 18 Pro and Pro Max models is notably softer than the previous year. Analysts indicate that a significant number of customers, who typically gravitate towards Apple’s most premium devices, are instead holding out for a groundbreaking new product: the foldable iPhone Duo.

Understanding the Soft Demand for iPhone 18 Pro

Industry reports confirm that Apple has scaled back component orders by approximately 15%. Evidence of this softer demand emerged early, with shorter-than-usual preorder fulfillment delays and a slower sales pace observed within days of reservations opening. This scenario isn’t entirely unexpected for market observers.

The latest Pro generation primarily introduces evolutionary enhancements, a subtle new color, and a starting price that is $100 higher than its predecessor. For many, these incremental updates, while refined, don’t offer a compelling enough reason to upgrade immediately, especially at an increased cost. Recent leaks regarding potentially minor changes, such as a smaller Dynamic Island, may further temper excitement for an otherwise familiar design.

Global Smartphone Market Trends and Apple’s Position

Beneath these immediate sales figures lies a broader market landscape. According to IDC forecasts, global smartphone shipments are projected to decrease by over 16% in 2026, largely due to memory shortages and rising component costs. Concurrently, the average selling price per device is expected to surge by nearly 28%, surpassing $580.

Despite this challenging environment, Apple is anticipated to perform relatively well. Shipments of iOS devices are predicted to decline by only about 1.3%. This resilience has allowed the Cupertino-based company to achieve a record market share of nearly 24%.

The Future is Foldable: Why Customers Are Waiting

The sole category projected to grow within these same forecasts is foldable devices. Shipments of foldable smartphones are expected to increase by over 12% in 2026, followed by another 18% surge the following year. Apple is poised to capture a significant share in this segment, with an estimated 31% market share in its first year of entry, potentially growing to 40% in the subsequent year. These projections underscore the immense potential Apple sees in this burgeoning market, aligning with discussions around Apple’s ambitious sales plans for foldable devices.

These statistics help explain why the traditional Pro models aren’t generating the same level of excitement as in previous years. Consumers willing to pay a premium for the latest iPhone are increasingly opting to wait for a product that truly redefines their user experience.

iPhone Duo: The Game Changer Many Are Anticipating

For customers who routinely purchase Apple’s most expensive phones, a $100 price hike on a device costing over a thousand dollars is not a significant barrier. A much greater factor is the perception that this year’s Pro model is largely a reiteration of its predecessor. In stark contrast, the rumored iPhone Duo—Apple’s anticipated first foldable model—promises a radically different form factor and innovative software solutions that are absent in traditional Pro devices.

It is precisely this demographic—loyal premium users and technology enthusiasts alike—who appear to be postponing their purchases. For them, the iPhone 18 Pro represents a safe, yet unexciting, choice. The iPhone Duo, however, has the potential to be the most innovative iPhone released in years.

Not Necessarily a Problem for Apple

Therefore, the reduced demand for Pro models doesn’t necessarily signal a problem for Apple. Once the foldable iPhone becomes available, the company stands to compensate for the softer performance of its classic Pro lineup, potentially once again reporting very strong financial results.

Source: PhoneArena, original compilation. Opening photo: Apple / press materials.

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Anuj Kushwaha

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