Samsung may be the top smartphone manufacturer by sales, but Apple swallows 66% of the industry's gross profit. The iPhone-maker captures two-thirds of the market for devices priced at $600 or more. It has an absolute chokehold on the $1,000 and above category, with the iPhone accounting for three-quarters of shipments in the segment.
So when a recent report pointed to Apple holding its iPhone event on Wednesday, September 9, we figured it was the perfect time to ask our readers about their purchase plans. The results were a little surprising.
The allure of the iPhone Ultra
Out of 870 readers, 426 (49%) intend to buy the iPhone Ultra and 327 (38%) are sticking to the Pro models. Just 65 (8%) plan to grab an older model, while 52 (6%) are holding out until next year for the standard iPhone 18.
Which iPhone are you planning to buy?
Higher prices won't deter iPhone users
Apple and Samsung are overperformers in a shrinking market. | Image by Counterpoint Research
The iPhone 18 Pro might start at $1,399, while the iPhone Ultra could blow past $2,300. Yet if our survey proves anything, higher prices won't dampen demand. That's despite the fact that Counterpoint Research expects shipments to decline around 14% year-on-year.
Recommended For You
Apple and Samsung are likely to be outliers, with iPhone sales expected to hold steady through 2026 before rising by 5% in 2027.
Instead of backing off, most Apple customers seem to be deliberating over whether to go for the iPhone 18 Pro or Apple's first foldable device. Only a few might trade down to a previous-gen model.
Softening the blow
As the first foldable running iOS, the iPhone Ultra is bound to do well.
The iPhone 18 Pro is expected to pack a faster chip, a feature seen on dedicated cameras, and its first front-design refresh in four years. While those are all appreciable improvements, they don't seem to justify a $300 hike.
Apple knows this, which is why it's working to soften the blow with a new leasing program and boosted trade-in values.
Here's why the iPhone 18 Pro and iPhone Ultra might be worth it:
Anam Hamid is a computer scientist turned tech journalist who has a keen interest in the tech world, with a particular focus on smartphones and tablets. She has previously written for Android Headlines and has also been a ghostwriter for several tech and car publications. Anam is not a tech hoarder and believes in using her gadgets for as long as possible. She is concerned about smartphone addiction and its impact on future generations, but she also appreciates the convenience that phones have brought into our lives. Anam is excited about technological advancements like folding screens and under-display sensors, and she often wonders about the future of technology. She values the overall experience of a device more than its individual specs and admires companies that deliver durable, high-quality products. In her free time, Anam enjoys reading, scrolling through Reddit and Instagram, and occasionally refreshing her programming skills through tutorials.
A discussion is a place, where people can voice their opinion, no matter if it
is positive, neutral or negative. However, when posting, one must stay true to the topic, and not just share some
random thoughts, which are not directly related to the matter.
Things that are NOT allowed:
Off-topic talk - you must stick to the subject of discussion
Offensive, hate speech - if you want to say something, say it politely
Spam/Advertisements - these posts are deleted
Multiple accounts - one person can have only one account
Impersonations and offensive nicknames - these accounts get banned
To help keep our community safe and free from spam, we apply temporary limits to newly created accounts:
New accounts created within the last 24 hours may experience restrictions on how frequently they can
post or comment.
These limits are in place as a precaution and will automatically lift.
Moderation is done by humans. We try to be as objective as possible and moderate with zero bias. If you think a
post should be moderated - please, report it.
Have a question about the rules or why you have been moderated/limited/banned? Please,
contact us.
Things that are NOT allowed:
To help keep our community safe and free from spam, we apply temporary limits to newly created accounts: