Apple Cuts iPhone 18 Pro Orders Amid Weak Demand

Apple reportedly reduces component orders by at least 15% as rising chip costs and higher prices affect consumer demand.

Apple has reportedly instructed some of its suppliers to reduce production of components for its newly launched iPhone 18 Pro and iPhone 18 Pro Max due to weaker consumer demand and rising memory chip costs.

According to a report by Nikkei Asia on Friday, October 9, 2026, the technology company has become more cautious about shipments since early September.

The report, citing multiple sources familiar with the matter, stated that Apple reduced its component orders for October by at least 15% compared with its original requests.

However, Reuters said it could not immediately independently verify the report, while Apple had not responded to its request for comment outside regular business hours.

The development comes amid a global shortage of advanced memory chips, driven partly by technology companies purchasing large quantities of chips to power artificial intelligence (AI) data centres.

The shortage has pushed up memory and storage costs, putting pressure on manufacturers of smartphones and personal computers.

In June, Apple increased the prices of some iPads and MacBooks, explaining that it could no longer absorb the rising costs of memory and storage chips caused by the rapid expansion of AI infrastructure.

Nikkei Asia also reported that demand for electronic devices had weakened from late August into October. However, the slowdown could partly be linked to changes in Apple's iPhone launch schedule.

Last month, Apple unveiled its latest flagship smartphones, the iPhone 18 Pro and iPhone 18 Pro Max, alongside its foldable smartphone, the iPhone Duo.

The iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max starts at $1,299. Both models are priced $100 higher than their respective iPhone 17 Pro predecessors at launch.

As Apple continues to introduce more AI features across its products, its demand for high-performance memory chips has increased, making suppliers increasingly important amid the global supply shortage.

The reported production adjustment raises questions about consumer demand for Apple's latest premium smartphones as higher manufacturing costs contribute to rising retail prices.

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