[DigitalToday reporter Jinju Hong (홍진주)] The iPhone 18 Pro is expected to be the model that absorbs the biggest share of iPhone upgrade demand in the second half of this year, highlighting its design, battery, camera and artificial intelligence features. With Apple preparing to simplify its product lineup and add a new upgrade program, consumers’ upgrade burden is also expected to ease.

According to IT outlet 9to5Mac on July 28 (local time), Apple is expected to position the iPhone 18 Pro as its next flagship model by focusing on changes in design, battery, camera, AI functions and purchasing methods.

The outlet cited the recently released iPhone 17 Pro’s higher-than-expected sales, attributing them to a new design, longer battery life and improved camera performance. It said the iPhone 18 Pro is likely to continue that trend.

The iPhone 18 Pro is expected to feature a new design change and the best battery life ever, while the camera is also seen as likely to improve significantly.

AI functions were also cited as a key factor that could spur upgrade demand. Apple devices in use worldwide exceed 2.5 billion, but many iPhones may not support new AI functions in iOS 27, which is expected to be unveiled this autumn. Apple is therefore expected to be able to draw upgrade demand from owners of older iPhones through AI functions including the next-generation Siri.

Apple’s AI strategy has been viewed as lacking differentiation compared with rivals. But iOS 27 is expected to significantly strengthen AI functions around a newly overhauled Siri, and analysis said that if the actual user experience improves, it could expand upgrade demand in tandem with demand for hardware upgrades.

Changes to the product lineup are also expected to have an impact. Apple is expected to release only 3 new iPhone models this year for the first time since 2019. In that case, the iPhone 18 Pro and Pro Max would serve as the core flagships, and the iPhone Ultra could take shape as a premium model aimed at early adopters or demand for foldable devices.

A simpler lineup would also reduce the burden on consumers of comparing multiple models. The outlook said more consumers could choose the iPhone 18 Pro, which balances price and performance, rather than the iPhone Ultra, which is expected to be priced higher.

Changes in purchasing methods were also cited as a factor affecting sales. With an upgrade lease program Apple is preparing, it was suggested that users could use an iPhone 18 Pro for around $30 a month without separate upfront costs. Analysis said that if the initial purchase burden falls, monthly payments could have a greater influence on upgrade decisions than the product price.

The industry sees the iPhone 18 Pro’s success hinging largely on 3 factors. Analysis said key variables include how strongly consumers feel the hardware improvements in design, battery and camera performance in the actual product, whether iOS 27’s AI functions and the next-generation Siri are competitive enough to drive upgrades among older iPhone users, and how much Apple lowers purchase barriers with a simplified lineup and a new upgrade program.