Apple has reportedly reduced orders for the iPhone 18 Pro and iPhone 18 Pro Max because of weak demand. According to a Nikkei Asia report, Apple has instructed certain suppliers to lower component output for these models, citing price hikes that allegedly have subdued consumer interest.
Price hikes reportedly dampen iPhone 18 Pro demand
The report, citing several people familiar with the situation, says Apple has adopted a more cautious stance on shipments since early September. Two sources indicate that component orders for October have been trimmed by at least 15% relative to Apple’s initial request.
“In October alone, we are seeing Apple’s orders drop by 15% to 20% for both premium models; we don’t know how the situation will evolve,” said one executive‑level source. The cuts will affect production volumes for some, but not all, suppliers in October because of varying lead times, and it remains uncertain whether Apple will implement further adjustments from November onward.
“In October alone, we are seeing orders from Apple reducing by 15% to 20% for both the premium models; we don’t know how things would develop from here,” said one of the executive-level sources.
The order cuts will affect production volumes for some, but not all, suppliers in October due to differing production lead times, and it is not immediately clear whether Apple will make further adjustments from November onward.
An anonymous supply chain manager told Nikkei Asia that demand is “not as strong as in prior years when all new models launched together.” This refers to Apple’s decision to postpone the base iPhone 18 until next spring. Still, suppliers note that this factor alone does not fully explain the softer demand.
One source added that they anticipate a “similar fate for the iPhone Duo” once it arrives, hinting at possible production reductions.
Apple raised the price of the iPhone 18 Pro and iPhone 18 Pro Max by $100 versus their predecessors. While this curbs demand, the report notes that the resulting shortfall will not instantly translate into lower revenue for Apple.
Apple is set to disclose its fiscal Q4 2026 earnings on Monday, November 6, offering an early glimpse of demand for the iPhone 18 Pro and iPhone 18 Pro Max during the first weeks of availability.
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