Apple Reportedly Reduces iPhone 18 Pro Component Orders for October

Apple has asked some suppliers to cut component production for the iPhone 18 Pro and iPhone 18 Pro Max after higher prices dampened demand, according to Nikkei Asia.

Two people familiar with the matter said October component orders were reduced by at least 15% from the quantities originally requested. One executive put the cuts at 15% to 20% for both models. Different production lead times mean only some suppliers will see lower output this month, and it is unclear whether further reductions will follow in November.

The new Pro models start at $1,199 and $1,299 in the U.S., respectively, each $100 more than its predecessor. The report ties those increases to soaring memory chip costs, a pressure that had already prompted warnings of higher iPhone prices ahead of the launch.

UBS analysts also flagged shorter delivery waits in more than 30 markets this week. With supply stable, they expressed concern that the price increases could be making buyers more reluctant to upgrade.

There is a complication in comparing overall component volumes with previous years: Apple is splitting its iPhone launches. Another supply-chain source said softer volumes from late August through October could partly reflect the standard iPhone 18 and next-generation iPhone Air being held for spring 2027. Components for the standard model will not be needed until toward the end of this year.

Earlier sales data showed a stronger start in China. Counterpoint Research found that the Pro lineup sold 12% more units during its launch week than the previous generation. Those figures cover the first three days of sales in one market, rather than October supplier orders.

Apple's iPhone Duo is still due to reach customers on October 23, starting at $1,999 for 256GB of storage. A third person cited by Nikkei expects the foldable's high price to weigh on demand once it goes on sale.

Apple did not respond to the publication's request for comment.