iPhone 18 Pro Demand Is Off To A Slow Start — Here's Why
When most people think of smartphones, the iPhone usually comes to mind. Not surprising since the original iPhone revolutionized cell phones and helped kickstart the smartphone industry in earnest. Apple's current flagship, the iPhone 17, is a genuinely excellent device, so you would think iPhone 18 preorders would have basically sold out. Unfortunately, the current RAM crisis may have gotten in the way.
On September 12, 2026, Apple opened preorders for the iPhone 18 Pro. However, according to the outlet MacRumors, an analyst at GF Securities, Jeff Pu, stated that preorder numbers were "lukewarm" at best. It's important to note, though, that according to his research, demand varies depending on the phone model. The 256 and 512 GB iPhone 18 Pro Max phones have up to a four-week wait time, whereas the 1 TB model only has a two-week wait time.
Pu is confident that the main culprit is price. At the low end, the iPhone 18 Pro starts at $1,199 for the 256 GB variant. Meanwhile, the iPhone 18 Pro Max caps out at $2,499 for the 2 TB model. Now, it's no secret that Apple products are expensive, but when the iPhone 17 launched, it retailed for $799. Similarly, the iPhone 17 Pro was $100 cheaper than its 2026 counterpart, clocking in at $1,099 for the 256 GB model. Previously, Apple stated that price hikes were unavoidable amid ongoing RAM shortages, and the iPhone 18 Pro line looks like reality is finally catching up with Apple's predictions. However, production numbers might also play a factor. Pu estimates the total iPhone 18 Pro and Pro Max supply numbers at around 72 million units due to the new variable aperture camera, so perhaps part of the price increase is meant to help offset these lower production numbers.
Apple is its own worst enemy (sort of)
Money is a finite resource. Surprising, we know, but the average customer base only has so much cash to spend on products they want to purchase. When two must-buy gadgets come along, most people budget by purchasing the item they want more. One product always loses whenever two fight for supremacy, even when they both belong to the same brand.
In Jeff Pu's report, the analyst states that Apple can likely trace some of the issues surrounding the iPhone 18 Pro's lackluster preorder numbers back to the company's other upcoming premier product, the iPhone Duo. While preorders for this phone won't start until October 16, hype for Apple's first foldable iPhone is pretty high — we also are excited for the iPhone Duo.
The effect the iPhone Duo potentially has on iPhone 18 Pro preorders (and vice versa) is twofold. First off, the Duo is way more expensive. On Apple's website, prices range from $1,999 for the 256 GB model to $3,199 for the 2 TB model. The average person can probably only afford one, so anybody who wants to save up money for the iPhone Duo is less likely to spend any money on the iPhone 18. On that note, most smartphone users only have one device, regardless of brand. Ergo, someone planning to upgrade from their current phone to the iPhone 18 Pro or Pro Max would be unlikely to purchase the iPhone Duo due to the superfluousness of owning two brand-new iPhones at once. This presumed rivalry might not bode well for either smartphone line, but Apple stands to profit either way — assuming people aren't skipping the iPhone 18 Pro because they're waiting for the next Xiaomi smartphone, that is.