The iPhone 18 series, launched earlier this month, includes the standard Pro and Pro Max models as well as the foldable iPhone Duo, which starts at $1,999 and will begin pre‑orders on Oct. 16 with shipments slated for Oct. 23.
UBS Evidence Lab data shows average wait times of roughly 23 days for the Pro Max and 16 days for the Pro, each about two days shorter than the same period last year, suggesting a dip in immediate demand for the flagship models.
Analysts David Vogt and Andrew Spinola said the shortened wait times could indicate that shoppers are postponing purchases of the Pro and Pro Max while they consider the higher‑priced Duo, noting that the $1,999 starting price may limit the foldable’s unit‑sale upside.
Regional breakdowns reveal flat year‑over‑year wait times for the Pro Max in the United Kingdom and Japan, but noticeably shorter waits in China. For the Pro, the United States is the only market where wait times rose compared with last year, while China saw a material decline, which the analysts caution could be skewed by consumers waiting for the Duo’s launch.
The Duo marks Apple’s entry into the foldable smartphone segment, a market currently dominated by Samsung. UBS points out that the muted wait times for the Pro line also reflect solid demand for the iPhone 17 series, incremental upgrades to the new models, and higher average selling prices.
Separately, Morgan Stanley has observed that Apple appears to be prioritising volume growth over margins with the lower‑than‑expected pricing of the iPhone 18 lineup, a strategy that may influence consumer purchasing patterns in the coming weeks.