# Apple's iPhone 18 Pro Demand Falls by Low Single Digits in U.S. By John Kim Canonical URL: https://www.tokenpost.com/news/business/28465 Published: 2026-10-08T19:42:35.000Z Updated: 2026-10-08T19:42:35.000Z Section: Business > Early demand is mixed across major markets, with sales rising in China and India but weakening in Japan, South Korea and the United Arab Emirates. Apple’s early iPhone 18 Pro demand is down by low single digits in the U.S., putting pressure on the company’s latest premium lineup as CEO John Ternus begins his first product cycle. Demand for the iPhone 18 Pro and Pro Max has diverged by model. Pro waiting times are shorter than last year, while Pro Max waiting times were longer. Results outside the U.S. have been mixed. China’s launch-week sales for the new Pro models rose 12% from a year earlier, and India’s first three days of sales increased 19%. Early demand was softer in Japan, South Korea and the United Arab Emirates. Global iPhone sales rose 7% year over year in August 2026, extending an 18-month streak of annual volume growth. Revenue increased 13%, supported by a 6% rise in average selling prices, while unit growth slowed from 14% in July. Apple sold roughly 174 million iPhone 17 units in the year ended August, an 18% increase from the comparable period for the prior generation. Shipments for the quarter tracked modestly below historical patterns through August. Combined July and August shipments totaled 33 million units, equal to 57% of a 58.2 million-unit consensus forecast and below the historical average of 60%. The delayed base iPhone 18 launch is weighing on near-term volume. The launch has been pushed to spring 2027, while a greater share of premium-priced models amid a chip shortage has pressured consumer demand. The iPhone Duo is expected to open for preorders Oct. 16, 2026, and ship Oct. 23. Early demand for the model is expected to be strong in the U.S., with an estimate of about 6 million units in 2026, supply permitting. Ternus became Apple’s CEO on Sept. 1, succeeding Tim Cook, who remains executive chairman. Cook has said he is not directing Ternus’ day-to-day work in [earlier comments about the leadership transition](). ## Links in this article - [earlier comments about the leadership transition](https://www.tokenpost.com/news/people/28424)