Key points
- Apple cut iPhone 18 Pro component orders by at least 15% for October due to soft demand.
- Higher memory chip costs drove the $100 price increase for Pro models to $1,199 and $1,299.
- Apple shares fell more than 2.5% in early trading following the report of reduced production.
The short version
- Apple instructed suppliers to reduce component production for the iPhone 18 Pro and Pro Max.
- The order cut is at least 15% for October compared to original requests.
- Weak consumer demand is linked to higher prices and a split launch schedule.
The details
Apple has asked select suppliers to cut production of components for the iPhone 18 Pro, according to a report by Nikkei Asia. The technology giant reduced its October orders by at least 15% compared to what was originally requested. This reduction comes as the company faces lower-than-expected demand for its upcoming flagship devices.
The iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max begins at $1,299. These prices are $100 higher than the models they replace. Nikkei Asia cites sources stating that rising costs for memory chips forced Apple to increase prices across its lineup. This pricing strategy has allegedly dampened consumer enthusiasm for the new devices.
Apple publicly attributed recent price increases to AI-driven memory chip costs. These costs have affected not only the iPhone 18 Pro but also MacBooks, iPads, and previous iPhone 16 and 17 models. The financial market reacted quickly to the news, with Apple shares falling more than 2.5% in early trading, according to MacRumors.
The context
Nikkei Asia suggests that softer demand between late August and October may also stem from changes to Apple’s iPhone launch schedule. Rather than releasing the entire flagship series at once, Apple is expected to split the launch. The regular iPhone 18, the lower-cost iPhone 18e, and the ultra-thin iPhone Air 2 are slated for a spring 2027 release.
This strategy differs from Apple’s typical approach of announcing all new models simultaneously. The delay in releasing the standard and budget models may have contributed to the current slowdown in Pro model orders. Analysts noted that the combination of higher prices and a fragmented product rollout created uncertainty in the supply chain.
Android Authority reported that the new phone is not selling as well as Apple hoped. The 15% cut in component orders serves as a clear indicator of this demand problem. Suppliers have been instructed to adjust production lines accordingly, signaling a shift in Apple’s inventory strategy for the upcoming quarter.
What to watch
- Monitor future supply chain reports for additional order cuts or adjustments.
- Watch Apple’s stock performance for further reaction to demand data.
- Observe the spring 2027 launch of the iPhone 18 and iPhone Air 2.
Background: Supply chain attacks
A supply chain attack targets the software or hardware you use before it reaches you. By compromising a trusted vendor, attackers insert malicious code that installs automatically on your systems when you update or deploy the product. This bypasses perimeter defenses because the malicious payload arrives with a valid digital signature.
Read the full guide: Supply Chain Attacks: How Trust Becomes Your Biggest Security Risk
What to do and how to stay safe: Apple
- Review your current device’s battery health and performance before considering an upgrade.
- Compare the new $100 price increase against the actual feature improvements offered.
- Wait for independent reviews and long-term reliability reports before purchasing.
- Consider keeping your current phone if the new model offers minimal practical benefits.
Step-by-step guide: Secure Home Routers for Small Business Networks
General security guidance from the TechSec Headlines newsroom. It is not confirmed advice from the organisations named in this story.
Frequently asked questions
Why did Apple cut iPhone 18 Pro orders?
Apple reduced orders by 15% due to soft consumer demand driven by higher prices and memory chip costs.
How much more do the new iPhone 18 Pro models cost?
The iPhone 18 Pro starts at $1,199 and the Pro Max at $1,299, which is $100 more than previous models.
When will the regular iPhone 18 be released?
The regular iPhone 18, iPhone 18e, and iPhone Air 2 are expected to launch in spring 2027.
