A reported reduction in component orders comes amid weaker demand and rising memory prices, although higher prices for the new models could help protect revenue.
Apple has reportedly asked some suppliers to reduce component production for the iPhone 18 Pro and iPhone 18 Pro Max, with orders for October cut by as much as 15%, according to a report by Nikkei Asia citing people familiar with the matter.
The reported reduction comes as the technology company faces weaker demand for its latest flagship smartphones amid soaring memory prices. The development could signal a more cautious production strategy as Apple adjusts supply to match market conditions.
iPhone 18 Pro Demand Reportedly Weakens
According to the report, demand for the iPhone 18 Pro series has been weaker than for last year’s models, prompting Apple to reduce component orders.
However, reports about the phones’ performance have been mixed. A separate report said the iPhone 18 Pro and iPhone 18 Pro Max sold around 13 million units in China during their first week, outperforming the previous generation in the market.
The contrasting reports suggest that demand may vary across markets, making it difficult to draw a definitive conclusion about the overall performance of Apple’s latest smartphones.
Higher Prices Could Support Revenue
Despite the reported reduction in component orders, lower shipment volumes may not necessarily translate into a comparable decline in revenue.
The report said the iPhone 18 Pro models are priced around 10% higher than their predecessors, potentially helping Apple offset some of the impact of weaker sales volumes.
In the United States, the iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max starts at $1,299.
Higher starting prices could support revenue if customers continue purchasing the premium models. However, the overall impact will depend on shipment volumes, the sales mix between models and consumer demand in key markets.
Apple Faces Pressure from Rising Costs
Rising memory prices are adding pressure to smartphone manufacturers, potentially increasing production costs at a time when demand is under scrutiny.
Apple’s reported decision to cut component orders could reflect an effort to align production with expected sales. However, the company has not been cited as officially confirming the reported order reductions.
The coming months should provide a clearer picture of whether demand for the iPhone 18 Pro series can sustain its premium pricing or whether weaker sales momentum will lead to further production adjustments.