The iPhone 18 Pro and iPhone 18 Pro Max hit the shelves in India on September 18, 2026, and demand has been phenomenal. At SAG, we are seeing a double digit % increase in demand for the iPhone 18 Pro series compared with the iPhone 17 Pro series on day one. Following is the most demanding:
1. Preferred colour: Burgundy
2. Preferred model: iPhone 18 Pro Max
3. Preferred memory: 512GB
Image: Online Leadtime of iPhone 18 Pro Max in India by September 29, 2026
Several factors appear to be contributing to this strong demand. We highlight four key factors below.
Absence of the Regular iPhone 18 Model Is Pushing Consumers Toward Pro
One of the key factors driving demand for the iPhone 18 Pro series is the absence of the regular iPhone 18 model this year.
In recent years, Apple has launched the regular iPhone alongside its Pro models. However, this year, the regular iPhone 18 has been postponed to 2027.
As a result, some consumers who may otherwise have upgraded to the regular iPhone 18 could have increased their budgets and opted for the iPhone 18 Pro instead. Once consumers have decided to purchase a new iPhone, some may not want to wait another six months or so for the regular model.
This works strongly in Apple’s favor, as the margins on the iPhone 18 Pro are higher compared with the regular iPhone 18. Therefore, the absence of the regular model could benefit Apple not only in terms of volumes but also in terms of value, providing a significant boost to its balance sheet.
Resellers Are Adding to Day-One Demand
The second factor behind the strong demand for the iPhone 18 Pro series is the presence of resellers.
SAG has observed groups of 9 or more people at stores, also some individuals purchasing more than 10 iPhones. While there is a possibility that some consumers could be buying multiple devices for personal use or for their families, the probability appears relatively low in such cases.
For instance, when a group of people is ready to purchase as many iPhones as possible, it suggests that some of these devices could be stocked for resale.
These iPhones could subsequently be sold in the grey market at a premium of around INR 20,000 or potentially more. This stocking activity could therefore be another factor contributing to the significant bump in demand on day one.
New Color Options Are Attracting Consumers
The third factor driving demand for the iPhone 18 Pro series is the availability of new color options.
Burgundy appears to be the color of the season, similar to Orange last year. The new Burgundy option is attracting consumers who want a fresh-looking iPhone and provides an additional reason for existing users to consider upgrading.
Consumers are also showing interest in Glacier Blue. Black, which was not available last year, continues is an option this year, while the Silver color has also been updated compared with last year’s dual-color treatment.
The availability of these color options, particularly Burgundy and Glacier Blue, is therefore contributing to consumer interest in the iPhone 18 Pro series.
Image: iPhone 18 Pro series
Loyal Apple Customers Continue to Upgrade Every Year
The fourth factor is Apple’s loyal customer base.
There are consumers in India who upgrade to a new iPhone Pro model every year regardless of the changes introduced in the new generation. These consumers generally have sufficient disposable income and are comfortable spending on a new iPhone every year.
For this group, upgrading to the latest Pro model has become part of their regular smartphone replacement cycle. This loyal customer base continues to provide a consistent layer of demand for Apple’s latest Pro models.
India Offers Significant Long-Term Opportunity for Apple
Overall, we believe Apple’s decision to postpone the regular iPhone 18 to next year could significantly help the company, particularly in terms of value.
India also offers Apple significant growth opportunities. Disposable income in the country is increasing, which is working in Apple’s favor, particularly for premium smartphones.
At the same time, India remains an emerging market for premium smartphone adoption and is less saturated than mature Western markets such as the US and UK.
It remains to be seen whether the strong Day 1 momentum can be sustained in the coming weeks, particularly after the initial wave of early buyers. The key question is whether demand will remain strong once this pent-up and early-adopter demand is absorbed.
According to SAG checks, as of September 20, online lead times in India stand at approximately 2–3 weeks for the iPhone 18 Pro and 3–4 weeks for the iPhone 18 Pro Max, indicating strong initial demand.