Apple Reportedly Cuts iPhone 18 Pro Production Orders

Apple has reportedly reduced component orders for the iPhone 18 Pro and iPhone 18 Pro Max as rising memory chip costs and higher smartphone prices put pressure on consumer demand.

According to a report by Nikkei Asia, Apple has asked some suppliers to cut production of components for the two flagship phones.

The report said Apple became more cautious about shipments in early September, with October component orders reportedly reduced by at least 15% compared with the company’s original requests.

Reuters said it could not immediately verify the report, while Apple had not immediately responded to its request for comment.

Rising Prices May Affect iPhone Demand

The reported production adjustment comes as technology companies face higher costs for memory chips and other components.

Demand for advanced chips has increased as companies invest heavily in artificial intelligence infrastructure and data centres. This has contributed to supply shortages and rising prices across the technology industry.

Apple has also acknowledged the impact of higher memory and storage costs. In June, the company increased prices for some iPad and MacBook models, saying it could no longer absorb all the additional costs.

The rising cost of producing electronic devices could put further pressure on smartphone manufacturers as they try to balance product prices with consumer demand.

iPhone 18 Pro Models Cost More

Apple’s latest flagship phones reportedly start at $1,199 for the iPhone 18 Pro and $1,299 for the iPhone 18 Pro Max.

These starting prices are $100 higher than those of their respective iPhone 17 Pro predecessors, according to the report.

The higher prices could influence purchasing decisions, particularly among consumers who are becoming more careful with their spending.

However, the report noted that softer demand between late August and October could also be connected to changes in Apple’s iPhone launch schedule.

AI Demand Adds Pressure on Chip Supplies

Apple and other technology companies are increasingly relying on high-performance memory to support AI features across their devices.

At the same time, AI data centres are consuming significant amounts of advanced computing resources and memory chips, increasing competition for supplies.

This has made memory manufacturers more important to companies such as Apple, which depend on a steady supply of components to produce their devices.

What This Means for Apple

If the reported cuts reflect weaker consumer demand, Apple may need to adjust its production and shipment plans to avoid building up excess inventory.

However, the reported reduction in component orders does not necessarily mean the iPhone 18 Pro models are performing poorly across every market.

The situation could also reflect Apple’s efforts to manage supply, costs and changes in its product launch schedule.

For now, the reported production cuts remain unverified by Reuters, and Apple has not publicly confirmed the reported changes.