Archive · 10 Oct 2026
Apple Cuts iPhone 18 Pro Orders Amid Soft Demand
A report says Apple asked some suppliers to make fewer parts for its newest Pro iPhones.
The reported change affects orders for parts planned for October.
Those orders were cut by at least 15%, and the reduction could reach 20%.
The report says people may be buying fewer phones.
More expensive memory chips and higher iPhone prices may also be factors.
Apple's changed schedule for releasing iPhone models could help explain the softer demand too.
Reuters said it could not immediately confirm the report.
Apple had not immediately responded to Reuters' request for comment.
Nikkei Asia reported Apple asked some suppliers to reduce component production for the iPhone 18 Pro and iPhone 18 Pro Max.
October component orders were reportedly cut at least 15% from initial requests, with reductions potentially reaching 20%.
The report cited softer consumer demand, rising memory-chip costs and higher device prices as possible factors.
Nikkei Asia said demand softened from late August into October, while Apple's changed iPhone launch schedule could also be related.
Reuters said it could not immediately verify the report; Apple did not immediately respond to its request for comment.
- Who
- Apple and suppliers making components for the iPhone 18 Pro and iPhone 18 Pro Max.
- What
- Apple reportedly asked some suppliers to cut component production, with October orders down at least 15% and potentially as much as 20% from initial requests.
- When
- Nikkei Asia reported the cuts on Friday; the reported reductions concern October orders, after Apple became more conservative on shipments in early September.
- Why
- The report cited softer demand, rising memory-chip costs and higher device prices; Apple's changed iPhone launch schedule could also be related.
Reported reasons for order cuts
Alternative explanation and uncertainty
Why demand may have softened
Reported reasons for order cuts
Nikkei Asia cited softer consumer demand, rising memory-chip costs and higher device prices as factors behind the reported cuts.
Alternative explanation and uncertainty
The report also said softer demand could be related to Apple's changed iPhone launch schedule.
Whether the cuts are confirmed
Reported reasons for order cuts
Nikkei Asia, citing people familiar with the matter, reported reductions of at least 15%, potentially reaching 20%.
Alternative explanation and uncertainty
Reuters said it could not immediately verify the report, and Apple did not immediately respond to its request for comment.
- Reported source
- Nikkei Asia, citing people familiar with the matter
- Reported October order reduction
- At least 15% below initial requests; potentially as much as 20% for both models
- Models affected
- iPhone 18 Pro and iPhone 18 Pro Max
- Starting prices
- $1,199 for iPhone 18 Pro and $1,299 for iPhone 18 Pro Max
- Price comparison
- Both models start $100 above the corresponding iPhone 17 Pro models
- Verification and response
- Reuters could not immediately verify the report; Apple did not immediately respond to its request for comment
Sources
Apple cuts iPhone 18 Pro orders: Is its premium pricing backfiring? Here's what report reveals
Apple cuts iPhone 18 Pro orders due to soft demand: Report
Apple cuts iPhone 18 Pro orders by at least 15 per cent on soft demand, Nikkei Asia reports - Telegraph India
