The pressure will drop as you turn the temp control up.
The shower will slow the flow rate so that the water running past the heating elements is heating it up enough for you.
So, the colder you have it, the less the shower needs to heat it so will run it through quicker. The hotter you need it, the more time it needs to flow over the elements to heat the water up and it will slow the water down.
You will notice a drop in pressure as you turn up the heat - this is normal. If it's not a pumped shower it can sometimes slow the water down a little too much to make it an effective shower.
Spanner Man, October 2008