Apple cuts iPhone 18 Pro orders on soft demand: Nikkei
Apple has told suppliers to cut component production for the iPhone 18 Pro and Pro Max because of soft consumer demand, Nikkei Asia reported on October 9.
Component orders for October were cut by at least 15 percent from Apple’s original plans, the report said, citing multiple people familiar with the matter. One executive-level source put the reduction at 15 to 20 percent for both premium models.
Apple raised prices by $100 this year. The iPhone 18 Pro starts at $1,199 and the Pro Max at $1,299. Suppliers blame the price hikes and surging memory chip costs driven by AI data centre demand.
Apple shares fell about 1 percent to $337.12. UBS noted that customer wait times for the iPhone 18 Pro shrank by about six days in a week. Evercore ISI urged caution, saying component orders are not the same as consumer sales. Apple reports earnings on November 6.
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