iPhone 18 pre-orders off to a lukewarm start as price hikes and foldable rival dampen demand

A person examines the iPhone 18. [Image generated with ChatGPT AI]

Early demand for Apple's new iPhone 18 Pro and Pro Max is tracking below expectations, analysts say.

The weaker-than-anticipated response is being attributed to a $100 price increase over the previous generation — equivalent to 200,000 won ($146) in South Korea — as well as growing consumer interest in the iPhone Duo, Apple's first foldable iPhone, set to launch next month.

Adding to the headwinds, a notable number of consumers say they would rather wait for next year's 20th-anniversary iPhone. With some buyers choosing to hold off for a full year, the trend is shaping up to be a meaningful variable for the new model's commercial performance.

Journalists and YouTubers try out products at the Steve Jobs Theater at Apple Park in Cupertino, California, on Sept. 9 (local time). [Yonhap]

According to MacRumors, 9to5Mac and other tech outlets, GF Securities analyst Jeff Pu described pre-order wait times for the iPhone 18 Pro and Pro Max as "lukewarm" in a research note, saying demand had not heated up as much as expected.

The shorter wait times reflect weaker initial demand, Pu said.

He added that nearly all iPhone 18 Pro models — with the exception of certain iPhone 18 Pro Max configurations — are expected to be available for same-day in-store purchase when the phones officially go on sale Friday.

AppleInsider also noted that more than 30 minutes after pre-orders opened, iPhone 18 Pro models were still showing delivery by the official launch date. That was a slower pace compared with past iPhone launches, when shipping times for popular models had typically slipped within minutes of pre-orders going live.

A sign advertising iPhone 18 pre-orders is posted outside a mobile carrier store in Seoul. [Yonhap]

Industry observers point to the higher price as the primary drag on demand. The Pro model (256GB) rose $100 from the iPhone 17's $1,099 to $1,199 for the iPhone 18. The Pro Max also climbed $100 over its predecessor.

In South Korea, the iPhone 18 Pro is priced at 1.99 million won, up 200,000 won from the iPhone 17 Pro's 1.79 million won ($1,310). The iPhone 18 Pro Max comes in at 2.19 million won, also 200,000 won more than the previous model.

Analysts also say demand is being split by the iPhone Duo, which launches next month. The foldable model targets a similar buyer profile to the high-end Pro Max, and some consumers say they plan to see the iPhone Duo in person before deciding which device to buy.

With next year marking the iPhone's 20th anniversary, many consumers say they are inclined to wait for what could be a special commemorative model. Apple previously released the iPhone X as a landmark device for the 10th anniversary, and industry watchers say anticipation of a similarly special 20th-anniversary edition is prompting some buyers to delay their purchase by roughly a year.

sjpark@heraldcorp.com