- Apple has reportedly asked suppliers to cut iPhone 18 Pro and Pro Max component orders for October by at least 15%.
- Rising memory and storage costs, driven partly by AI data centre demand, are increasing pressure on technology manufacturers.
- The iPhone 18 Pro starts at $1,199 and the Pro Max at $1,299, representing a $100 increase over their predecessors.
- Reuters could not independently verify the report, and Apple’s response was not immediately available, so the reported production cuts remain unconfirmed.
Apple’s latest flagship smartphones could be facing a slower start than expected. According to a report by Nikkei Asia, the company has asked some suppliers to reduce production of components for the iPhone 18 Pro and iPhone 18 Pro Max, raising questions about early demand for its premium devices.
The reported production adjustment comes as memory chip prices continue to climb, partly because technology companies are competing for the components needed to build AI data centres. With manufacturing costs rising and Apple charging more for its newest Pro models, some customers may be becoming more cautious about upgrading.
Reuters reported the development on October 9, citing Nikkei Asia’s findings. However, Reuters said it could not independently verify the report, and Apple had not responded to its request for comment outside regular business hours. The reported cut should therefore be treated as an unconfirmed development rather than an official announcement from Apple.
Apple Reportedly Reduces iPhone 18 Pro Component Orders
According to Nikkei Asia, Apple has become more conservative about its shipment plans since early September. The report claims that the company reduced component orders for October by at least 15% compared with its original requests to suppliers.
The reported changes concern the iPhone 18 Pro and iPhone 18 Pro Max, two of Apple’s premium smartphones launched in September. A reduction in component orders can indicate that a manufacturer expects to need fewer units than initially planned, although it does not automatically mean that overall sales have fallen by the same percentage.
Apple relies on a complex network of suppliers to manufacture its smartphones. Changes to component orders can affect production schedules across that network, particularly when suppliers have already planned manufacturing capacity around the company’s initial forecasts.
For now, the precise scale of the reported adjustment remains unclear. Neither Apple nor Reuters has independently confirmed the figures cited by Nikkei Asia. It is also uncertain whether the reported reduction reflects weaker underlying demand, changes to Apple’s launch schedule, or a combination of factors.
The distinction matters because an adjustment to production plans does not necessarily mean that the iPhone 18 Pro range has failed commercially. Manufacturers routinely revise forecasts as they receive more information about customer demand, inventory levels and supply chain conditions.
Rising Memory Prices Could Be Behind the Change
One of the biggest challenges facing the smartphone industry is the rising cost of memory and storage components.
Technology companies are investing heavily in AI infrastructure, creating greater demand for advanced chips and memory products. Data centres require substantial computing power and high performance memory to support AI training, inference and other demanding workloads.
This growing appetite for components has intensified competition for manufacturing capacity. Smartphone and computer makers must now contend with a market in which suppliers also serve the rapidly expanding AI sector.
Apple has already acknowledged the pressure from rising component costs in other parts of its product lineup. In June, the company raised prices for certain iPad and MacBook models, citing higher memory and storage costs associated with the AI industry’s data centre expansion.
The same cost pressures could create challenges for its smartphone business. Premium devices contain increasingly sophisticated hardware, and more advanced features can require additional memory and storage capacity. When component prices rise, manufacturers must decide whether to absorb the extra expense, negotiate with suppliers, adjust product specifications or pass some of the increase on to customers.
Apple’s reported decision to reduce component orders could reflect a more cautious approach to production amid these conditions. However, the available information does not establish how much of the reported adjustment is directly attributable to memory prices.
Higher iPhone 18 Pro Prices May Affect Upgrades
Price could be another factor influencing demand for Apple’s latest flagship smartphones.
The iPhone 18 Pro reportedly starts at $1,199, while the iPhone 18 Pro Max starts at $1,299. Both models are priced $100 higher than the starting prices of their iPhone 17 Pro counterparts.
That increase could make upgrading less attractive to customers who already own relatively recent iPhones. Buyers may decide to keep their existing devices for longer, particularly if the new models do not offer enough improvements to justify the additional expense.
The premium smartphone market is particularly sensitive to the balance between price and perceived value. Customers spending more than $1,000 on a phone may expect meaningful improvements in performance, camera quality, battery life and software features before committing to an upgrade.
Apple is also expanding the role of artificial intelligence across its products. As these capabilities become more advanced, the company may require greater quantities of high performance memory, potentially increasing its dependence on suppliers at a time when competition for components is intensifying.
Higher production costs and higher retail prices do not always lead to weaker sales. Some customers may continue to see Apple’s premium devices as worthwhile upgrades. However, the reported order reduction suggests the company may be reassessing its initial expectations for the new Pro models.
Apple’s Launch Schedule Adds Another Variable
Memory prices and retail costs may not tell the entire story. Nikkei Asia also reported that demand for devices had softened from late August into October, while noting that the trend could be connected to Apple’s changes to its iPhone launch schedule.
Launch timing can influence how customers approach upgrades. When product releases shift, some buyers may delay purchases while waiting for new devices, while others may postpone upgrades because their current phones still meet their needs.
The timing of a production adjustment is therefore important. A temporary slowdown following a launch does not necessarily indicate a lasting decline in demand. Sales patterns can change as initial buyers complete their purchases and the company moves into the next phase of a product’s release cycle.
Apple unveiled the iPhone 18 Pro and iPhone 18 Pro Max in September alongside its foldable iPhone Duo. The company is also navigating a broader technology market in which manufacturers must balance rising hardware costs against customer expectations for new features.
For Apple, the key question is whether the reported slowdown represents a short term adjustment or a more sustained change in demand for its premium smartphones. Further information about shipments, inventory and sales performance will be needed to establish the broader picture.
At this stage, the reported component cuts are a sign that Apple may be taking a more cautious approach to production. They are not, on their own, proof that the iPhone 18 Pro range is experiencing a significant sales failure.
The coming months should provide a clearer indication of how consumers are responding to the higher prices and whether the company needs to make further changes to its production plans.
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