Apple reduces iPhone 18 Pro component orders amid weaker demand
Apple has asked suppliers to cut component orders for the iPhone 18 Pro and Pro Max by at least 15% as higher memory chip costs and price hikes appear to have slowed consumer interest.
Apple has instructed some suppliers to lower production of parts for its newly released iPhone 18 Pro and iPhone 18 Pro Max, according to a report citing multiple sources familiar with the matter. The company reduced component orders for October by at least 15% compared with its original plan, reflecting a more cautious shipment outlook that began in early September.
The adjustment follows rising costs for memory chips, which have been driven by increased demand from artificial-intelligence data centers. Apple previously raised prices for iPads and MacBooks in June, citing the same pressure on memory and storage components.
The iPhone 18 Pro models launched last month with starting prices of $1,199 and $1,299, a $100 increase over the previous generation. Analysts note that softer demand observed from late August through October may also be linked to Apple’s shift in its launch schedule for the new devices.
Industry observers say the growing inclusion of AI features in smartphones is boosting Apple’s need for high-performance memory, heightening the strategic importance of its chip suppliers amid a global shortage.