Early iPhone 18 Pro Preorders Described as Soft Ahead of Friday Launch

Apple’s latest flagship smartphones hit store shelves on Friday, but early preorder activity for the iPhone 18 Pro lineup appears underwhelming, according to commentary from an analyst tracking the launch.

Apple (NASDAQ:AAPL) unveiled the iPhone 18 Pro and Pro Max at a September 9 event — the first iPhone generation introduced under new CEO John Ternus. The Pro model carries a price tag of $1,199, while the larger Pro Max starts at $1,299.

Jeff Pu, an analyst at GF Securities, characterized preorder data for the new devices as lukewarm. He pointed to two likely factors: incremental feature updates compared with prior generations, and the elevated pricing across the Pro lineup.

Foldable Debut Still Weeks Away

The event also marked Apple’s entry into the foldable market with the iPhone Duo, the company’s first phone with a folding design. The device starts at $1,999, but consumers will need to wait longer to order one — Apple does not open preorders for the Duo until October 16. That timeline means the Pro models are carrying the early demand signal for this product cycle on their own.

Market Context

Apple shares traded at $331.34 in recent session activity, down about 0.2% from the prior close of $332.00, valuing the consumer electronics giant at roughly $4.6 trillion. The stock’s stability during the launch window suggests investors are awaiting harder sales data before repricing expectations for the cycle.

The launch is a notable milestone regardless of early demand readings: it is the first iPhone designed under Ternus’s leadership following the transition at the top of the company, and it introduces Apple’s first foldable form factor — a segment where rivals have already established a multi-year presence.

Premium pricing has been a consistent theme for Apple’s high-end iPhones in recent years, and the $1,999 entry point for the Duo positions the foldable among the most expensive mainstream smartphones on the market. Whether buyers respond to the new design when ordering opens next month will be a key data point for the quarter.

Apple has not publicly commented on preorder figures, and the company typically discusses iPhone demand in detail only during its quarterly earnings reports.

What to watch

• iPhone Duo preorders opening October 16 — the first read on foldable demand.
• Retail sell-through data for the iPhone 18 Pro and Pro Max following Friday’s on-sale date.
• Apple’s next quarterly earnings report, where management typically addresses iPhone demand and revenue guidance.
• Supply chain checks and analyst revisions as shipment estimates for the holiday quarter firm up.

Source: original release