Apple’s latest iPhone upgrade cycle is showing stronger-than-expected demand, with buyers favoring higher-end models and larger storage options, according to an Evercore ISI consumer survey of nearly 4,000 US consumers.
iPhone 18 Pro and model mix
The survey found that the iPhone 18 Pro and Pro Max together attracted 53% of prospective buyers, with 32% of respondents choosing the Pro Max—up from 29% a year earlier. Overall, 67% of those surveyed cited the age of their existing iPhone as the main reason to upgrade, a substantial rise from 48% in last year’s survey.
Price and storage implications
Evercore estimates that average iPhone selling prices could rise by approximately 28%. That forecast combines higher retail prices with a shift in purchase mix toward premium models and larger storage configurations, including reported 2TB options for the iPhone 18 Pro models and the iPhone Duo.
Interest in the iPhone Duo and other Apple products
The foldable iPhone Duo drew interest from 14% of respondents; Evercore says that figure could increase as its mid-October launch approaches, though it currently trails the combined Pro models. Interest in other Apple products also climbed: 38% of respondents plan an Apple Watch purchase and 43% are considering AirPods, both up from the previous year.
The findings reflect stated purchase intentions among US consumers rather than completed sales or global demand. Evercore nevertheless believes the survey supports a stronger revenue outlook for Apple’s fiscal 2027 than the roughly 7% growth many analysts have anticipated.
