Apple has told suppliers to cut component orders for the iPhone 18 Pro and iPhone 18 Pro Max by at least 15% for October after demand came in weaker than expected, Nikkei Asia reported Friday, citing unnamed sources.
Apple shares slipped on the news. Forbes reported a drop of about 1.6% in premarket trading on Oct. 9, while MacRumors said the stock was down more than 2.5% in early trading. Reuters said it could not immediately verify the report, and Apple had not commented.
Why Demand May Be Softer
The new Pro phones cost more. The iPhone 18 Pro starts at $1,199 and the Pro Max at $1,299, each $100 more than the iPhone 17 Pro models at launch.
Those price hikes trace back to memory chips. The rush to build AI data centers has soaked up advanced chips and memory, causing shortages and higher prices that are expected to shrink both the PC and smartphone markets this year, according to Reuters. Apple already raised iPad and MacBook prices in June, citing rising memory and storage costs.
Nikkei also pointed to a change in Apple’s launch calendar. This fall, Apple released the Pro models without a standard iPhone 18, which is expected early next year. A supply chain manager quoted by Nikkei said second-half demand looks weaker than in past years, likely for that reason.
What It Means for Shoppers
- Prices aren’t likely to fall soon. The memory squeeze driving costs up hasn’t eased.
- A cheaper option is coming. If $1,199 is too steep, the standard iPhone 18 is expected in early 2027.
- More launches are on deck. Apple’s $1,999 iPhone Duo foldable opens for preorders Oct. 16 and launches Oct. 23, and the company has a “Welcome Home” event set for Oct. 13.
The Catch
Supply chain reports like this are hard to confirm, and order adjustments are a routine part of how Apple manages production. Nikkei’s report relies on anonymous sources, and Apple has not said anything publicly about demand. Even after Friday’s dip, Forbes noted, the stock was still up nearly 8% since the September iPhone event.
More on Contoh
- Why AI Is Making Your Next Phone and Laptop Cost More: The Memory Chip Squeeze, Explained
- Apple Sets an Oct. 13 “Welcome Home” Launch. Here’s What to Expect, Plus What Could Come Oct. 27
- Apple’s First Foldable iPhone Is Here: What the $1,999 iPhone Duo Offers
Sources
- Nikkei Asia: Apple cuts iPhone 18 Pro orders due to soft demand
- Reuters via KSL: Apple cuts iPhone 18 Pro orders due to soft demand, Nikkei Asia reports
- Forbes: Apple shares dip after report says it’s cutting iPhone 18 Pro component orders
- MacRumors: Apple shares fall after news of iPhone 18 Pro order cuts