Apple CEO Ternus faces test as Bernstein finds soft iPhone 18 Pro demand
Summary
Apple CEO Ternus is facing his first significant challenge as early demand for the new iPhone 18 Pro appears to be softening in the US and several other major markets, according to a report by Bernstein analyst Mark Newman. While global iPhone sales rose by 7% in August, demand for the premium models in the US is down low single digits year-over-year, contrasting with a 12% increase in China. Additionally, Ternus's debut coincides with production difficulties that may delay the iPhone Duo's launch and the base iPhone 18 model, scheduled for spring 2027. Despite these challenges, Wall Street analysts maintain a generally positive outlook on Apple, bolstered by the resilience of existing iPhone models and upcoming product cycles.
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Analysis
Apple: Apple is a major technology company that designs and manufactures consumer electronics, with the iPhone as its flagship product line. John Ternus serves as its CEO and is overseeing the launch of the iPhone 18 series, including premium Pro models and a delayed base variant. The news centers on early signs of softening demand for the new Pro lineup in the US amid production challenges for related devices. John Ternus: John Ternus is the CEO of Apple, responsible for guiding product strategy and major device launches. His leadership is under initial scrutiny with the rollout of the iPhone 18 premium models and the iPhone Duo, which faces reported production delays. The article positions this period as his first significant test in the role amid mixed market signals for new handsets. Mark Newman: Mark Newman is a technology analyst at Bernstein Research who covers Apple and related supply chains. He provided the latest assessment of iPhone demand, noting global volume growth alongside softer early interest in the US for the iPhone 18 Pro models. His analysis also addresses implications for suppliers and upcoming product timelines. Demand Trends: Early market feedback on premium iPhone models shows mixed results across regions, with stronger performance noted in China compared to softer indications in the US and several other markets. Analyst Outlook: Wall Street analysts maintain a generally positive view on Apple, citing the resilience of the current iPhone cycle and expected contributions from future product launches. Product Pipeline: The iPhone 18 base model is scheduled for a delayed spring 2027 launch, while the iPhone Duo faces potential production-related delays ahead of its planned October availability.
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