Apple has told some suppliers to cut component production for the iPhone 18 Pro and iPhone 18 Pro Max after higher prices softened demand, *Nikkei Asia* reported on October 9. Citing multiple people familiar with the matter, the report says component orders for October were reduced by at least 15 percent versus what Apple originally requested; one executive-level source put the cut at 15 to 20 percent for both premium models. Apple has turned more conservative on shipments since early September, the report adds.
The two Pro models started at $1,199 and $1,299 when they launched in September — $100 more than their predecessors. Apple has publicly blamed soaring memory-chip costs for the increase, while supply-chain sources say the higher price tags directly dampened consumer appetite. Apple did not respond to Reuters' request for comment. The extra $100 also cushions the revenue hit: lower unit volumes won't immediately translate into lower revenue, *Nikkei* notes.
Apple broke its long-standing launch pattern this year: only the Pro models and the foldable iPhone Duo arrived in September, while the standard iPhone 18 was pushed to spring 2027. One supply-chain manager said demand "is not as strong as previous years when all the new models are introduced all together." Still, several sources stressed that the staggered schedule alone doesn't fully explain the softness.
The order cuts contrast with early sales data from China. Counterpoint Research found that the Pro lineup sold 12 percent more units during its launch week than the previous generation — though those figures cover only the first three days of sales in one market. UBS analysts, meanwhile, flagged shorter delivery waits in more than 30 markets this week: with supply stable, the price increases appear to be making would-be upgraders more reluctant.
The cuts will affect production volumes for some, but not all, suppliers in October due to differing production lead times; it is unclear whether further adjustments will follow in November. One source also expects a "similar fate" for the foldable iPhone Duo — due to reach customers on October 23 starting at $1,999 — once it goes on sale. For investors, Apple's next earnings report will be the first real window into how soft Pro demand actually is.