Apple has reportedly reduced component orders for its iPhone 18 Pro and iPhone 18 Pro Max after demand for its latest premium smartphones fell short of expectations.
According to a report by Nikkei Asia published on October 9, 2026, Apple has asked some suppliers to reduce production of components for the two models. Orders for October were reportedly cut by at least 15% compared with the company’s original plans.
One of the main reasons behind the reported decline is the higher price of the new iPhone models. The iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max starts at $1,299. Both models are $100 more expensive than their predecessors.
Rising memory chip costs have contributed to higher smartphone prices. Demand for advanced memory chips has increased as technology companies invest heavily in artificial intelligence infrastructure and data centres, creating additional pressure on the supply chain.
Apple’s revised launch schedule may also have affected consumer interest. The company introduced its premium models first, while the standard iPhone 18 is expected to arrive in spring 2027, leaving customers with fewer new, lower-priced options during the current launch period.
The reported production adjustments do not necessarily mean that the iPhone 18 Pro series is experiencing a major sales collapse. They indicate that Apple may be adjusting supply to match weaker-than-expected demand.
Apple has not publicly confirmed the reported order reductions, and it remains unclear whether further production cuts will follow in the coming months.
