Apple cuts iPhone 18 Pro production by up to 20% as high prices hit demand: Report

Apple has reportedly cut component orders for the iPhone 18 Pro and iPhone 18 Pro Max by 15–20 per cent amid weaker-than-expected demand. Rising memory chip costs, higher prices and changes to Apple's launch schedule could be among the factors affecting sales.

In Short

• Apple reportedly cuts iPhone 18 Pro component orders by 15–20 per cent
• Higher prices and rising memory chip costs may be affecting demand
• Delivery waiting times for the iPhone 18 Pro are reportedly falling in over 30 markets

Apple's shiny new iPhones may be hitting a wall. The company has reportedly told some suppliers to make fewer parts for the iPhone 18 Pro and iPhone 18 Pro Max, because buyers aren't rushing to the stores as they used to. According to a Nikkei Asia report, October orders for both models have been cut by 15 per cent to 20 per cent from what Apple initially requested.

Why are people holding back?

According to the report, it's because of money. Apple raised prices by $100 this year. In India, it is around Rs 30,000. So the Pro now starts at $1,199 and the Pro Max at $1,299. One source told Nikkei it is "just too expensive for a smartphone." Another sign of cooling demand comes from UBS, which noted that delivery wait times in more than 30 markets are getting shorter.

Another important factor is the current ongoing hike in memory prices. A global memory chip shortage is squeezing the whole industry. Tech giants are grabbing chips for their AI data centres, which leaves less for your phone and pushes prices up. Apple raised iPad and MacBook prices back in June for the same reason.

There's another twist. Apple launched only its three premium phones this time. The regular iPhone 18 and the new iPhone Air are held back for spring 2027. That means Apple could be missing the usual big wave of cheaper models that normally lifts sales numbers in the fall.

Is apple in trouble?

Not quite. Because every model costs at least 10 per cent more than last year, Apple can ship fewer phones and still make good money. The company is also known for adjusting production quickly.

The bigger picture is tougher on everyone else. IDC expects global smartphone shipments to fall a record 16.7 per cent in 2026, while average selling prices jump 27.6 per cent. Cheaper brands like Xiaomi, Oppo and Vivo are being hit harder, so Counterpoint thinks Apple and Samsung could actually gain market share this year.

Still, the next test is close. The foldable iPhone Duo goes on sale on October 23 at $1,999, and one supplier source already expects a similar fate for it. Whether people will pay that much for a phone that folds in half is the question Apple will be watching closely.

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