Apple reportedly cuts iPhone 18 Pro orders just weeks after launch

Apple has reportedly reduced October component orders for the iPhone 18 Pro and Pro Max by at least 15% after weaker-than-expected demand.

The company asked some suppliers to scale back production from the volumes originally requested, according to Nikkei Asia. Sources cited in the report said rising memory chip costs pushed up handset prices and weakened consumer demand.

“In October alone, we are seeing orders from Apple reducing by 15% to 20% for both the premium models; we don't know how things would develop from here,” an executive-level source told Nikkei Asia.

The phones went on sale on September 18. In the US, the iPhone 18 Pro starts at $1,199 and the Pro Max at $1,299, both with 256GB of storage. Each costs $100 more than its predecessor did at launch.

Apple’s revised release schedule is also affecting supplier activity. The standard iPhone 18 and next-generation iPhone Air are expected in spring 2027, leaving this year’s launch cycle focused on premium models. A supply-chain manager cited in the report said component demand for the second half of the year was weaker than in previous years, when the new models arrived together. Orders for the standard iPhone 18 are not expected to pick up until toward the end of the year.

The news follows Samsung’s reported plans to cut fourth-quarter smartphone production by up to 30%.