iPhone Sales Rose Globally Despite Soft U.S. Demand
Apple revenue growth continued in August 2026 even as the company navigated supply-chain constraints and shifting regional demand.
Updated on Oct. 9, 2026 in Consumer Electronics
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Global iPhone sales increased 7% year-over-year in August 2026, though U.S. demand for the iPhone 18 Pro dipped by low single digits. Apple reported a 13% revenue increase for the month, driven by rising average selling prices.
Why it matters
A delayed launch for the base iPhone 18 model and a chip shortage affecting premium availability are shaping near-term volume, while the company transitions to new leadership under CEO John Ternus.
Average selling prices rose 6% year-over-year as Pro model waiting times fluctuated; meanwhile, Apple sold 174 million iPhone 17 units in the year ending August 2026.
The players
Apple
A global consumer electronics manufacturer specializing in integrated hardware and software ecosystems.
John Ternus
The current CEO of Apple who took office on September 1, 2026.
The details
Premium-priced model availability is currently influenced by a sector-wide chip shortage, which has contributed to longer wait times for Pro Max devices compared to the previous generation. Total shipments reached 33 million units across July and August, significantly short of some analysts' consensus shipment forecasts of 58.2 million units for the period.
Timeline
July 2026: Unit growth reached 14%.
August 2026: Global iPhone sales rose 7% year-over-year.
September 1, 2026: John Ternus assumed the role of Apple CEO.
October 16, 2026: Preorders for the iPhone Duo are expected to open.
Spring 2027: The base iPhone 18 model is scheduled for release.
The Tech Race
The current market performance reflects a divergence from the steady volume growth of the iPhone 17 cycle. Apple is balancing this by emphasizing higher-margin premium units while the market awaits the spring 2027 arrival of the entry-level iPhone 18.
Users seeking premium devices may experience varying wait times as Apple manages current chip supply constraints. Those waiting for the base iPhone 18 model should anticipate a release window in the spring of 2027.
The takeaway
Apple is successfully driving revenue growth through increased average selling prices despite volume headwinds in key markets. Watch for the October 16, 2026, preorder launch of the iPhone Duo as a primary indicator of late-year consumer appetite.
What happens next
The iPhone Duo is expected to open for preorders on October 16, 2026, with an estimated demand of 6 million units for the remainder of the year.
Further reading
For more on the current market position of Apple hardware, visit Consumer Electronics.
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