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Apple cuts iPhone 18 Pro component orders amid soft demand, reports say

Apple has instructed suppliers to reduce component orders for the iPhone 18 Pro and iPhone 18 Pro Max by 15% to 20% after price increases dampened consumer demand.

Render of Apple iPhone 18 Pro devices lined up in black, white, light blue, and deep red finishes against a black background.
Image: @iPhoneinCanada

Apple has directed suppliers to reduce component orders for the iPhone 18 Pro and iPhone 18 Pro Max, according to a report from Nikkei Asia. The reductions target October component manufacturing, scaling back orders by 15% to 20% amid softer-than-expected consumer uptake. Bloomberg separately reported that Apple trimmed component orders for the Pro models by at least 15% for the month due to weak demand.[10][3][8][4][5][6][7]

Suppliers attributed the slowdown to premium price increases driven by rising memory costs. Apple introduced a $100 price hike across its flagship tier, setting starting prices at $1,199 for the iPhone 18 Pro and $1,299 for the iPhone 18 Pro Max. Reports indicated that higher retail pricing has discouraged potential buyers and weighed on overall volume.[3][8][2][4][9][11]

The reported production pullback drew immediate attention on Wall Street, triggering a decline in Apple's stock. Shares fell 2.03% to $333.51 in pre-market trading on October 9 after closing at $340.42 the prior day, and slipped as much as 2.5% during the trading session.[1][2][11][12]

Key facts

  • Nikkei Asia reported that Apple told suppliers to cut iPhone 18 Pro and iPhone 18 Pro Max component orders by 15% to 20%.
  • Bloomberg separately reported that Apple cut component orders for the iPhone 18 Pro models by at least 15% for the month of October.
  • The production cut followed a $100 price increase attributed to higher memory component costs.
  • The iPhone 18 Pro and Pro Max are priced starting at $1,199 and $1,299, respectively.
  • Apple shares dropped over 2% to as low as 2.5% on October 9 following news of the order cuts.

Sources · 10 sources

  1. MC

    MacRumors.com@MacRumorsPost on X ·

    Apple Shares Fall After News of iPhone 18 Pro Order Cuts https://t.co/E3VDOBuB7F https://t.co/gE3DVUc57F

    Open source
  2. SB

    Shay Boloor@StockSavvyShayPost on X ·

    $AAPL reportedly cut iPhone 18 Pro component orders by 15% to 20% as higher prices weigh on demand. With memory costs pushing iPhone prices higher even Apple is starting to see limits of passing those costs to consumers. https://t.co/STyhtoG5Cv

    Open source
  3. NA

    Nikkei Asia@NikkeiAsiaPost on X ·

    Exclusive: Apple cuts iPhone 18 Pro orders due to soft demand Suppliers blame premium handsets' price hike for weaker consumer uptake https://t.co/Q6AXFshYPT

    Open source
  4. 9T

    9to5Mac@9to5macPost on X ·

    Apple has cut October component orders for the iPhone 18 Pro and iPhone 18 Pro Max by at least 15%, according to Nikkei Asia. The report says Apple’s $100 price increases dampened consumer demand. Read more https://t.co/iV0ZBHavjm https://t.co/fEwkzkZY7H

    Open source
  5. UW

    unusual_whales@unusual_whalesPost on X ·

    Apple, $AAPL, has cut component orders for the iPhone 18 Pro models by at least 15% this month due to “weaker-than-expected” demand, per Bloomberg.

    Open source
  6. RE

    Reuters@ReutersPost on X ·

    Apple cuts iPhone 18 Pro orders due to soft demand, Nikkei Asia reports https://t.co/hBof5WoERe https://t.co/hBof5WoERe

    Open source
  7. QU

    Quartz@qzPost on X ·

    Apple is cutting iPhone 18 Pro component orders amid soft demand: Apple told some suppliers to reduce production of parts for the iPhone 18 Pro and Pro Max, according to Nikkei Asia dlvr.​it/TVrmwD https://t.co/fDex2DJmW5

    Open source
  8. TE

    Techmeme@TechmemePost on X ·

    Sources: Apple told some suppliers to cut iPhone 18 Pro and Pro Max component production by 15%-20% as higher memory costs pushed up prices and hurt demand (Nikkei Asia) (Visit Techmeme dot com for the link and full context!)

    Open source
  9. AH

    Apple Hub@theapplehubPost on X ·

    Apple has reportedly cut iPhone 18 Pro production orders by at least 15% amid weaker than expected demand 🚨 The $100 price increase may be turning some buyers away, with the iPhone 18 Pro now starting at $1,199 and Pro Max at $1,299 Do you think the new iPhones are too expensive? Source: Nikkei Asia

    Open source
  10. NA

    Nikkei Asia@NikkeiAsiaPost on X ·

    Exclusive: Apple cuts iPhone 18 Pro orders due to soft demand https://t.co/AW7VhF6sYG

    Open source
  11. QU

    Quartz@qzPost on X ·

    iPhone 18 Pro's $100 price hike may be backfiring on Apple Apple is already trimming component orders for its flagship iPhones — and Wall Street is taking notice. With Pro models priced $100 higher than last year and a $1,999 foldable on deck #iPhone18Pro #AppleStock #iPhoneDuo https://t.co/h4lGNCFred

    Open source
  12. BT

    Bull Theory@BullTheoryioPost on X ·

    BREAKING: Apple $AAPL is down 2.5% today as reports come that it cut October component orders for the iPhone 18 Pro and Pro Max by at least 15% https://t.co/DX6Pb403Il

    Open source