Apple is reportedly increasing orders for the iPhone 18 Pro Max by around 10–15%, while cutting orders for the iPhone 18 Pro by a similar amount. As a result, analysts say total orders for the Pro series will remain almost unchanged.
Key points
Signs that Apple is shifting some Pro orders to the more expensive Pro Max model
Potential demand from customers skipping the delayed base-model iPhone 18 and ‘upgrading’ to a higher-end model
Contradicts earlier reports that orders for both Pro models had been cut
iPhone 18 Pro Max order trends
China’s **Securities Times** reported on October 10, citing a source in Apple’s supply chain, that this change in the order mix had taken place. The same source said Apple had also increased orders for its foldable phone, the “iPhone Duo,” by 30%, but that cumulative shipments would likely struggle to exceed 10 million units by the end of 2026.
The Pro Max starts at $1,299, which is $100 more than the Pro at $1,199. In other words, the more the mix shifts from the Pro to the Pro Max within total Pro-line orders, the higher the average selling price (ASP) of the devices. The source said the sales mix is tilting toward higher-value products, which should improve profitability across Apple’s supply chain. This picture differs from some earlier reports.
Last week, **Nikkei Asia** reported that Apple had told some component suppliers to cut October component orders for the iPhone 18 Pro and Pro Max by at least 15%, citing the $100 price increase and weak demand.
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Gene Munster’s analysis
In an October 9 report, **Gene Munster**, managing partner at **Deepwater Asset Management**, noted that delivery lead times for the iPhone 18 Pro were 31% shorter than at the same time last year, while lead times for the Pro Max were 1% longer. He also forecast that first-year sales of the foldable duo, which opens for preorders on October 16, could approach 20 million units.
Munster offered one explanation for the difference in demand between the Pro and Pro Max. Consumers who would normally choose the base iPhone 18 may instead be moving straight to the Pro or Pro Max rather than waiting for the base model, which will not ship until next spring.
Ivan Lam, senior analyst at market research firm **Counterpoint Research**, also said the delayed launch of the iPhone 18 may have prompted Chinese consumers to choose higher-end models. Indeed, initial sales of the iPhone 18 Pro series in China reportedly started about 12% higher than those of the previous generation.
Chinese tech tipster **Digital Chat Station** claimed that the Pro Max accounted for about two-thirds of iPhone 18 Pro series activations in China during the first week of the National Day holiday. Apple does not officially disclose sales figures by model.
Initial assessments of the iPhone 18 lineup have been mixed since its launch. In mid-September, analyst Jeff Pu of **GF Securities** described initial wait times for the iPhone 18 Pro and Pro Max as “lukewarm” and lowered his combined production forecast for the two models to 72 million units. At the time, he also suggested that some Pro Max demand could be held back as customers waited for the foldable duo to launch.
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