Apple reportedly cuts iPhone 18 Pro orders as demand weakens
In short
Apple has asked some suppliers to cut component production for the newly released iPhone 18 Pro and iPhone 18 Pro Max, according to reports carried by CLS, Yicai and 36Kr. The reports say sharply higher memory chip costs forced Apple to raise prices, which dampened consumer demand. CLS reported that two people familiar with the matter said October component orders were cut by at least 15% from the initial request.
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Apple has asked some suppliers to cut component production for the newly released iPhone 18 Pro and iPhone 18 Pro Max, CLS reported on October 9, citing several people familiar with the matter. According to the report, a sharp rise in memory chip costs forced Apple to raise prices, which dampened consumer demand. 36Kr carried a similar account, crediting Jiemian (界面), and Yicai also reported that Apple was cutting iPhone 18 Pro orders because of weak demand. [ 1 , 2 , 3 ]
Two of the people told CLS that Apple's component orders this month were cut by at least 15% from what was initially requested. A company executive was quoted as saying: "In October alone, we have seen Apple cut orders for these two high-end models by 15% to 20%." [ 1 ]
Another person familiar with the matter said the cuts may be related to Apple adjusting its iPhone launch plans. According to CLS, Apple prioritised the launch of three high-end models this year, while the standard iPhone 18 and the new-generation iPhone Air are scheduled for release next spring. [ 1 ]
Why it matters
The reports point to weaker demand for Apple's newest high-end phones, which CLS and 36Kr link to price increases driven by memory chip costs. Order cuts of the size described would affect suppliers making components for the two models.
Key facts
- Apple has reportedly asked some suppliers to cut component production for the iPhone 18 Pro and iPhone 18 Pro Max. [ 1 , 3 ]
- The reports attribute the cut to weak demand after a sharp rise in memory chip costs forced Apple to raise prices. [ 1 , 3 ]
- Two people familiar with the matter said Apple's component orders this month were cut by at least 15% from the initial request, CLS reported. [ 1 ]
- A company executive quoted by CLS said Apple's orders for the two high-end models were cut by 15% to 20% in October alone. [ 1 ]
- This year Apple prioritised the launch of three high-end models, with the standard iPhone 18 and the new-generation iPhone Air scheduled for next spring, according to CLS. [ 1 ]
Confirmed by several sources
Still unclear
- The size of the order cuts. The figures of at least 15% and 15% to 20% in October come only from people quoted in the CLS report.
- Whether the cuts are linked to changes in Apple's iPhone launch schedule. One person cited by CLS said this may be the case; no other document addresses it.
- Apple's own position. All three outlets present the information as reported, citing people familiar with the matter; none gives a statement from Apple.