iPhone 18 Pro Hits Stores With Lukewarm Demand: Buy Now or Wait?

The iPhone 18 Pro and iPhone 18 Pro Max reached stores this Friday, September 18, 2026 — without the lines of previous years. According to tracking by the specialized press, pre-orders that opened on Saturday the 12th performed well below the iPhone 17 Pro in the first 24 hours. It is the first iPhone launch under CEO John Ternus, with a $100 price increase, and the market is already asking: are shoppers waiting for the iPhone Duo?

Quick answer: is it selling badly?

It is selling less than the iPhone 17 Pro did in the same window, but it is too early to call it a flop. The Pro Max is the more popular model (online delivery between October 6 and 13, with Burgundy leading), while the smaller Pro ships between September 26 and October 6 — and in-store pickup is available from the 18th in every color and storage tier. In short: there is stock, and the wait is short.

What the delivery windows reveal

Model	Online delivery (Apple Store U.S.)	In-store pickup	Most popular color
iPhone 18 Pro	Sept 26 – Oct 6	Available Sept 18 (all versions)	—
iPhone 18 Pro Max	Oct 6 – Oct 13	Limited in the first weeks	Burgundy

In previous years the Pro Max sold out in minutes and pushed deliveries into November. Two- to three-week windows indicate healthy, not explosive, demand. AppleInsider summed it up: ignore the stock-advisor chatter — “it would be premature to declare the iPhone 18 Pro a flop at this stage.”

Why demand cooled

1. The foldable on the horizon

The iPhone Duo ($1,999, in stores October 23) is the first foldable iPhone. Part of the premium audience is saving for it.

2. A $100 higher price

The Pro now starts at $1,199 and the Pro Max at $1,299. With the iPhone 17 Pro discontinued and older iPhones repriced too, the perception is that “everything got more expensive.”

3. Identical looks to the 17 Pro

The real gains — variable-aperture camera, 2nm A20 Pro chip, battery — are invisible from the outside. For status-driven upgraders, the 18 Pro does not register.

Should you buy now?

It depends on what you are coming from. The first reviews were unanimous on camera and battery; the only criticism is price. Our take:

• You own an iPhone 13, 14 or 15 (non-Pro): buy the 18 Pro. The leap in camera, chip and Siri is worth it, and in-store pickup avoids the wait.
• You own an iPhone 16 Pro or 17 Pro: wait. The gain is incremental and the Duo may be the upgrade that actually changes the experience.
• You want the best value: the iPhone 17 (non-Pro) is still on sale, with the A19 chip, a 120Hz display and a much lower price — it is the most discounted model in the current lineup right now.

Why this matters to you

Lukewarm demand in the U.S. tends to translate into available stock and earlier promotions everywhere else — good news if you can wait for Black Friday. If you do not want to wait, buying today is easier than in any recent year: there is no shortage, and in-store pickup means you can walk out with a Pro on launch day.

Frequently asked questions

Is the iPhone 18 Pro in stores yet?

Yes, since September 18, 2026 in the first wave of countries, with in-store pickup available for all configurations of the Pro.

Which iPhone 18 Pro Max color is the most popular?

Burgundy, which shows the longest delivery windows on Apple’s online store.

Is the iPhone 18 Pro selling less than the 17 Pro?

In the first 24 hours of pre-orders, yes, according to industry tracking. Short delivery windows confirm lower demand, but it is too early to draw conclusions about the quarter.

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