Apple trims iPhone 18 Pro component orders amid weaker demand and higher prices
Apple has asked suppliers to reduce October production of iPhone 18 Pro parts by at least 15% after price increases driven by rising memory-chip costs slowed sales.
Apple has instructed several component makers to cut orders for the iPhone 18 Pro and Pro Max for October, reducing volumes by at least 15% from earlier plans, according to a report citing internal sources. The adjustment follows weaker-than-expected demand after the flagship models were priced $100 higher than their predecessors, with the iPhone 18 Pro starting at $1,199 and the Pro Max at $1,299. Apple has attributed the price rise to increased costs for AI-optimized memory chips, a factor it says has also pushed up prices for Macs, iPads and earlier iPhone models.
Nikkei Asia noted that the dip in demand from late August through October may also be linked to Apple’s shift in its launch strategy. Rather than unveiling the entire new lineup at once, the company is expected to stagger releases, debuting the standard iPhone 18 in spring 2027 alongside a lower-cost iPhone 18e and an ultra-thin iPhone Air 2. The iPhone 18 Pro series retains 12 GB of RAM, the same amount used in the prior generation, after reports that a planned upgrade to 16 GB was abandoned due to cost concerns.