Nikkei: Apple Cuts iPhone 18 Pro Component Orders by At Least 15% Amid Soft Demand
Apple reportedly slashed parts orders for its new flagships as higher prices dampen consumer uptake.
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According to Nikkei Asia, Apple has instructed suppliers to cut production of components for the newly launched iPhone 18 Pro and Pro Max by at least 15% for October. The move follows soaring memory chip costs that forced price increases, which have subsequently dampened consumer demand.
The adjustment comes shortly after the iPhone 18 series launch, which saw starting prices rise by $100 compared to previous models. Although Apple acknowledged in June that it could no longer fully absorb the rising costs of storage driven by AI infrastructure build-out, this significant order reduction indicates that end-market price sensitivity is exceeding expectations.
Apple has not yet commented on the report, but shares fell nearly 2% in pre-market trading. This trend suggests that even in the premium smartphone segment, structural increases in hardware costs are beginning to squeeze sales volumes.