Apple cuts iPhone 18 Pro orders for October by at least 15 percent from its original requests, Nikkei Asia has reported, pointing to weaker demand after price increases.
What Nikkei reported
According to a Nikkei Asia exclusive, relayed by Reuters, Apple told some suppliers to reduce component production for the iPhone 18 Pro and iPhone 18 Pro Max. People familiar with the matter said the company has been more cautious about shipments since early September. The report did not name the suppliers affected.
Reuters said it could not immediately verify the Nikkei report, and Apple did not immediately respond to a request for comment. The cut therefore remains an unconfirmed industry report rather than a company statement.
Why Apple cuts iPhone 18 Pro orders
Nikkei linked the weaker demand to soaring memory chip costs and the price increases that followed. It added that softer demand from late August into October may partly reflect a change in Apple’s launch schedule.
Apple unveiled the iPhone 18 Pro, the Pro Max and a foldable model last month. The Pro models start at $1,199 and $1,299, which is $100 more than the iPhone 17 Pro and Pro Max. Reuters noted that Apple also raised iPad and MacBook prices in June, citing rising memory and storage costs.
The wider chip squeeze
Technology companies are buying up advanced chipmaking capacity and memory chips for AI data centres, which has caused shortages and higher prices. Reuters said these pressures are expected to shrink both the PC and smartphone markets this year.
What to watch next is whether Apple or its suppliers comment on production plans, and whether the company adjusts pricing or output further. Until Apple says more, the 15 percent figure should be read as a reported estimate, and the real impact on iPhone 18 Pro availability and pricing will only become clear as suppliers and the company comment.
