Apple Faces Uncertain Demand as iPhone 18 Pro and Ultra Gain Traction
Apple is navigating a potentially challenging landscape as it prepares to launch the iPhone 18 Pro and its highly anticipated foldable, the iPhone Ultra. A recent survey reveals a surprising level of interest in the new devices, despite projections of a 14% year-on-year decline in shipments from Counterpoint Research.
Consumer Preference Remains Strong Despite Price Hikes
Despite anticipated price increases – with the iPhone 18 Pro potentially starting at $1,399 and the iPhone Ultra exceeding $2,300 – a significant 49% of surveyed readers intend to purchase the iPhone Ultra, followed by 38% planning to buy the iPhone 18 Pro. Only 8% are considering older models, and a further 6% are holding out for the standard iPhone 18 release next year.
Samsung’s Dominance and Apple’s Market Share
While Samsung remains the top smartphone manufacturer by sales, Apple continues to dominate the premium segment, capturing two-thirds of the market share for devices priced $600 or more, and three-quarters of shipments in the $1,000 and above category. This strong position suggests that price alone won't deter Apple’s loyal customer base.
Apple’s Strategy to Mitigate Concerns
Recognizing the potential impact of higher prices, Apple is implementing strategies to soften the blow, including a new leasing program and boosted trade-in values. The iPhone 18 Pro is expected to feature a faster A20 Pro chip, enhanced camera capabilities, and a redesigned front display – improvements that, while notable, may not fully justify the $300 price increase.
Looking Ahead: Foldable Innovation and Market Outlook
The iPhone Ultra, as the first foldable running iOS, is poised to capitalize on growing consumer interest in this emerging form factor. Despite the anticipated shipment decline, Apple and Samsung are expected to remain outliers, with iPhone sales holding steady through 2026, potentially rising 5% in 2027. The key battle will be between the iPhone 18 Pro and the iPhone Ultra, with most Apple customers deliberating over which device best suits their needs.