Apple Reportedly Cuts iPhone 18 Pro Component Orders as Demand Softens

Apple has reportedly asked some suppliers to reduce production of components for the iPhone 18 Pro and iPhone 18 Pro Max after demand came in weaker than expected. According to Nikkei Asia, which cited people familiar with the matter, Apple has been more cautious about shipments since early September, and its October component orders were cut by at least 15% compared with what it originally requested. One supplier-side account put the reduction at 15% to 20% for the two models. Only the Pro and Pro Max are named, and the reports describe component orders, not an announced cut to finished-phone production or sales forecasts.

Rising memory-chip costs are at the center of the story. AI data centers are absorbing large amounts of advanced chips and memory, which has tightened supply and pushed prices up for device makers, Apple included. The iPhone 18 Pro and Pro Max, as announced on September 9, start at $1,199 and $1,299 in the US, each $100 more than their predecessors, and suppliers reportedly blame the higher prices for the softer uptake.

The launch schedule may also be a factor. Apple released its premium phones first, with the standard iPhone 18 not expected until spring 2027, and suppliers reportedly said demand is weaker than in years when the whole lineup arrived together. They also said that alone doesn’t explain the drop. Some analysts think buyers may be holding out for the foldable iPhone Duo or for the cheaper models next spring, though neither is confirmed as a cause.

Other demand signals are mixed. Analyst Jeff Pu described early iPhone 18 Pro preorder demand as lukewarm in September, pointing to higher prices and limited upgrades. UBS data cited by Barron’s showed Pro delivery wait times shortening by about six days week over week, which can indicate cooling demand but can also reflect better supply. MarketWatch, meanwhile, reported that early demand in China looked stronger than the global picture.

Apple shares fell more than 2.5% in early trading on October 9 after the report. Because prices rose by $100, weaker unit demand wouldn’t immediately translate into lower revenue. The next indicators to watch are Apple’s quarterly results, actual sales and shipment data, and whether suppliers see further order changes in November.

M Adnan Akram

M Adnan Akram is the founder and lead writer at Phoonomo, covering mobile technology with a primary focus on Apple and the broader smartphone industry, alongside emerging developments in AI. He follows product launches, spec leaks, and industry trends closely to keep readers informed with timely updates.