Apple has reportedly reduced component orders for the iPhone 18 Pro and iPhone 18 Pro Max after weaker-than-expected demand for its latest flagship smartphones. The slowdown comes just weeks after their September launch, with higher prices reportedly discouraging some customers from upgrading.
According to Nikkei Asia, Apple has instructed several suppliers to reduce production, with October component orders falling by 15% to 20% compared to initial estimates. Sources familiar with the matter said the company began taking a more cautious approach to shipments in early September.
The iPhone 18 Pro starts at $1,199, while the Pro Max costs $1,299, representing a $100 increase over their predecessors. Rising memory chip costs have contributed to these price increases, making Apple’s premium models more expensive.
Don’t miss the best of The Mac Observer
Set us as a preferred source and our Apple reporting ranks higher in your Google Search results and Discover feed — one tap, no account changes.
Higher iPhone Prices Appear to Be Hurting Demand
UBS analysts have also reported shorter delivery waiting times for iPhone 18 Pro models across more than 30 markets, raising concerns about consumer demand despite relatively stable supply.
In a research note, UBS analysts wrote:
Declining wait times against a stable supply backdrop is an increasing concern in our view, particularly given the recent price increases that raised the risk of demand elasticity relative to prior launches.
However, Apple’s revised launch schedule also affects shipment comparisons, as the company plans to release the standard iPhone 18 in early 2027.
The order reductions do not necessarily indicate an immediate revenue decline, since higher selling prices can offset lower shipment volumes. Meanwhile, suppliers remain uncertain whether Apple will introduce further production cuts in November.
Apple has not publicly commented on the reported order reductions.
Discussion