Early demand for the iPhone 18 Pro lineup appears to be stronger than expected, with a new consumer survey suggesting buyers are increasingly choosing Apple’s more expensive iPhone models and higher storage capacities.
Evercore ISI surveyed nearly 4,000 consumers and found that 53% of respondents planning to buy a new iPhone intend to choose an iPhone 18 Pro or iPhone 18 Pro Max, according to reporting shared by MacRumors. The findings come as Apple’s latest Pro models begin reaching customers worldwide.
The survey also points to buyers moving toward larger storage configurations, which alongside Apple’s higher pricing could significantly increase the average amount spent on a new iPhone. Evercore estimates average iPhone selling prices could rise by around 28% when the effects of pricing and the mix of premium models and storage options are combined.
The findings offer an early indication that the higher starting prices of Apple’s new Pro models may not be discouraging as many buyers as some analysts had feared. The iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max starts at $1,299.
Early availability provides another indication of demand. In the U.S., many iPhone 18 Pro configurations are currently showing waits of around two to three weeks, while iPhone 18 Pro Max models can face waits of three to four weeks depending on configuration and location.
The latest findings contrast with some earlier analyst assessments that described initial iPhone 18 Pro pre-order demand as relatively subdued. With the devices only now reaching customers, however, early surveys and shipping estimates remain indicators rather than a complete picture of the launch.
The Apple Post has been following the rollout closely, with iPhone 18 Pro deliveries now underway around the world as Apple Stores begin selling the new models alongside Apple Watch Series 12, Apple Watch Ultra 4 and AirPods 5.
Apple’s next major iPhone launch will come in October with iPhone Duo, giving customers considering a premium iPhone another option and potentially influencing demand for the Pro lineup over the coming weeks.