Less Demand, Higher Prices: Is Apple Losing Its iPhone 18 Pro's Upgrade Appeal?

 

Apple’s premium iPhones may be facing a reality check

Apple's latest iPhone launch was supposed to be a big moment for the company. But barely a month after the launch, reports suggest that demand for the iPhone 18 Pro and iPhone 18 Pro Max is not as strong as Apple expected.

According to a Reuters report citing Nikkei Asia, Apple has asked suppliers to reduce component orders for the two models by at least 15% from its initial October projections. The report points to rising memory-chip costs and higher iPhone prices as major reasons behind the weaker demand.

And honestly, I think this is worth paying attention to. Apple has spent years building a reputation around premium products, but even loyal customers have a limit when it comes to pricing. At some point, people start asking a simple question: Are the upgrades really worth the extra money?

iPhone 18 Pro pricing in India is getting difficult to justify

Let's talk about the Indian market, because this is where the pricing becomes particularly interesting.

According to Apple's India store, the iPhone 18 Pro starts at ₹1,64,900, while the iPhone 18 Pro Max starts at ₹1,79,900. The prices are ₹30,000 higher than the corresponding starting prices of their predecessors, making an already expensive purchase even harder to justify.

For context, here is the starting-price breakdown:

• iPhone 18 Pro: ₹1,64,900

• iPhone 18 Pro Max: ₹1,79,900

• iPhone Duo: ₹2,99,900

At these prices, we're no longer talking about phones that most people can casually upgrade to every year. These are serious purchases that require planning, saving, or trading in an existing device.

And that's exactly where Apple could face resistance in India. Plenty of people want an iPhone, but wanting one and being willing to spend nearly ₹1.7 lakh on one are two very different things.

For someone upgrading from an older iPhone, the new camera system, performance improvements and battery life might be appealing. But if the current phone is still working perfectly well, a higher price makes waiting another year a much more reasonable decision.

Of course, the reported global production cuts don't prove that Indian demand alone is weak. Apple hasn't publicly confirmed the reported cuts as an India-specific issue. However, given the premium pricing, it's reasonable to question how many Indian buyers will consider the new Pro models worth the upgrade.

The UAE could have another reason to wait: iPhone Duo

There is another interesting angle here, particularly for markets such as the UAE.

Apple has introduced the iPhone Duo, its first foldable iPhone, with a starting price of AED 8,499 in the UAE. In India, it starts at ₹2,99,900. That is a massive amount of money for a smartphone, even by premium-phone standards.

From the local sellers and shop owners i talked , suggest that many buyers may be holding off on purchasing an iPhone 18 Pro because they are more interested in seeing what the Duo offers. Because Duo seems to be a flashy and fresh iPhone to show off! . If you're already prepared to spend a considerable amount on a new phone, a foldable iPhone with a larger display and a completely different form factor could be more exciting than a conventional slab phone.

The UAE is an important market to watch because premium smartphones have a visible presence there, and Apple's official store has listed the Duo for preorder from October 16. However, we shouldn't assume that UAE buyers as a whole are delaying purchases specifically for the foldable model without sales data to support that claim.

Still, the possibility makes sense: why spend heavily on a regular iPhone now if the foldable model is the device you've really been waiting for?

The Duo's pricing could also work against it. At nearly ₹3 lakh in India, it is far beyond what most smartphone buyers will consider reasonable. Excitement around a new form factor doesn't automatically translate into strong sales.

Apple's launch strategy may also be playing a role

Pricing isn't necessarily the whole story.

Apple has changed its launch schedule this year, prioritising its premium models while pushing the standard iPhone 18 lineup into 2027. That means buyers looking for a more affordable new-generation iPhone have fewer immediate options.

Some customers may be choosing to wait for the standard model instead of paying Pro-level prices. Others may be waiting to see how the foldable iPhone performs in real-world use before committing to such an expensive device.

There is also a wider industry problem. Memory chips are becoming more expensive as demand from AI data centres puts pressure on supply. Those costs can affect smartphones, computers and other consumer electronics, forcing manufacturers to decide whether to absorb the increase or pass it on to customers.

Apple has chosen higher starting prices for its new Pro models, according to the report. But a higher price per phone doesn't necessarily compensate for weaker demand indefinitely.

My take: Apple needs to rethink about their Pricing , atleast in India

I don't think this means people have suddenly stopped wanting iPhones. Apple still has a strong brand, a loyal customer base and an ecosystem that keeps people coming back.

But I do think the company needs to be careful about assuming that customers will accept every price increase simply because the device carries the Apple logo.

In India, ₹1,64,900 for the iPhone 18 Pro is a serious commitment. At that price, buyers are going to compare upgrades more carefully, hold on to their existing phones for longer, or wait for discounts. And if someone is interested in the iPhone Duo, they may prefer to save their money for that instead.

The UAE could see a similar wait-and-watch approach among some buyers, although we need actual sales data before calling it a widespread trend.

For Apple, the challenge is balancing premium pricing with the number of people willing to buy at those prices. The company can continue pushing the boundaries of technology, but it also needs to give customers a compelling reason to upgrade.

Because when even a premium iPhone starts feeling overpriced, the problem isn't necessarily that people can't afford technology. It may be that they no longer see enough value in paying more for it.