Apple reportedly cuts iPhone 18 Pro component orders by 15%

Apple has cut October component orders for the iPhone 18 Pro and iPhone 18 Pro Max by at least 15% compared with its original requests, Nikkei Asia reported on October 9. Reuters, in coverage published by CNA, said the adjustment follows weaker demand as rising memory costs push handset prices higher.

The report cites people familiar with the matter. Reuters said it could not independently verify the findings, and Apple had not responded to its request for comment when the report was published.

A supply-chain executive cited by Nikkei described reductions of 15% to 20% for the two premium models in October, according to 9to5Mac. The effects differ between suppliers because component production has different lead times. Whether Apple will make further changes from November remains unclear.

The timing puts the reported adjustment shortly after the phones reached stores. Apple announced the models on September 9 and began selling them on September 18. Its announcement lists U.S. starting prices of $1,199 for the Pro and $1,299 for the Pro Max. Reuters reported that both entry prices are $100 above those of the previous generation.

Memory is a pressure point across the electronics industry. Reuters noted that demand for chips used in AI data centers is contributing to shortages and higher costs for consumer devices. That creates a challenge for manufacturers trying to protect margins while keeping new phones affordable.

The reported cuts apply to October component orders at selected suppliers, rather than a disclosed count of phones purchased by customers. They offer a view of near-term supply planning, while the longer-term sales picture remains uncertain.