Apple iPhone 18 Pro demand exceeds expectations: Users especially favor the high-end, large-storage version.
Apple’s latest iPhone upgrade cycle is showing stronger-than-expected demand. A survey of nearly 4,000 US consumers by Evercore ISI shows that buyers clearly prefer more expensive models with larger storage configurations.
The iPhone 18 Pro and Pro Max together attracted 53% of potential buyers, with the Pro Max accounting for 32%, up from 29% in the same period last year.
In terms of the reasons for upgrading, 67% of respondents cited “the current iPhone is too old” as the main reason for upgrading, a significant jump from 48% in the previous year’s survey. This means that this round of upgrading is driven more by the natural replacement cycle than by the attraction of functional upgrades. The larger the user base and the longer the existing phones are, the greater the benefits of upgrading.
In terms of price expectations, Evercore predicts that the average selling price (ASP) of iPhones will rise by about 28%, driven by three forces: higher retail prices for new products, increased sales share of the Pro series, and rising popularity of larger storage versions.
Among them, the new 2TB option for the iPhone 18 Pro series and the foldable iPhone Duo became key variables driving ASP.
The foldable iPhone Duo attracted interest from 14% of respondents, which is still significantly behind the combined share of the Pro series, but Evercore believes that this percentage is likely to rise further as the official release in mid-October approaches.
In addition, 38% of respondents plan to buy an Apple Watch and 43% are considering AirPods, both figures being higher than last year, indicating that the iPhone upgrade cycle is driving a simultaneous increase in wearable and audio accessories, and the bundled effect of Apple’s hardware ecosystem is further amplified in this cycle.
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