Apple Cuts October iPhone 18 Pro Component Orders by at Least 15%
Apple's suppliers have received requests for smaller volumes of components for the two flagship models unveiled at the September event. October component orders are 15% below original requests, and orders for individual parts have become more selective since early September. The main cause is a bet on high demand that didn't materialize. Memory chips have gotten more expensive due to AI data center demand, forcing Apple to raise prices on its new models. - iPhone 18 Pro: starting price $1199 (up $100 from iPhone 17 Pro) - iPhone 18 Pro Max: $1299 - iPhone Duo: $1999 (Apple's most expensive phone yet, launching October 23)
AI-processed from TNW; edited by Hamidun News
Apple is cutting component orders for the flagship iPhone 18 Pro and Pro Max by 15% or more below original requests, Nikkei Asia reports. This marks the first flagship launch under CEO John Ternus.
October component orders are 15% below original volumes. Apple has become more selective with its orders since early September. Suppliers blame the cuts squarely on the new models' high prices — the iPhone 18 Pro starts at $1199 and the Pro Max at $1299, both $100 more expensive than the iPhone 17 Pro.
Memory Chips and AI Competition
The price jump is tied to rising memory chip costs. Companies building AI data centers are buying up a significant share of global supply. In June, Apple raised prices on the Mac and iPad, openly stating it could no longer absorb rising production costs. iPhone prices stayed unchanged at the time.
In August, analytics firm TrendForce estimated that components for the 256GB iPhone 18 Pro cost about 38% more than in the 2025 model — mainly due to memory.
A Disrupted Launch Schedule
A shift in the launch schedule also affected demand. Apple unveiled the iPhone 18 Pro and Pro Max on September 9 alongside the iPhone Duo (the company's first foldable phone) and began selling them on September 18. At the same time, the standard iPhone 18 and the new iPhone Air have been delayed until early 2027.
A supply chain manager told Nikkei Asia that buyer activity has dropped since summer — likely because there's no affordable standard model on the market. The lack of variety across price tiers is affecting overall sales volume.
Market and Investor Reaction
The iPhone Duo, Apple's most expensive phone at $1999, launches October 23. Apple shares fell 1.6% in pre-market trading to $334.89, though the stock has climbed nearly 8% since the September launch event.
The order cuts reflect a classic pattern in the electronics industry: demand forecasts diverging from reality. For the iPhone 18 Pro, both structural factors (rising memory prices, the delayed standard model) and current market conditions (slower demand) are at play. Apple is being forced to adjust production so it doesn't end up with excess inventory of expensive components.
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Key Questions Answered
What are the key details on Memory Chips and AI Competition?
The price jump is tied to rising memory chip costs. Companies building AI data centers are buying up a significant share of global supply. In June, Apple raised prices on the Mac and iPad, openly stating it could no longer absorb rising production costs. iPhone prices stayed unchanged at the time. In August, analytics firm TrendForce estimated that components for the 256GB iPhone 18 Pro cost about 38% more than in the 2025 model — mainly due to memory.
What are the key details on A Disrupted Launch Schedule?
A shift in the launch schedule also affected demand. Apple unveiled the iPhone 18 Pro and Pro Max on September 9 alongside the iPhone Duo (the company's first foldable phone) and began selling them on September 18. At the same time, the standard iPhone 18 and the new iPhone Air have been delayed until early 2027. A supply chain manager told Nikkei Asia that buyer activity has dropped since summer — likely because there's no affordable standard model on the market. The lack of variety across price tiers is affecting overall sales volume.
What are the key details on Market and Investor Reaction?
The iPhone Duo, Apple's most expensive phone at $1999, launches October 23. Apple shares fell 1.6% in pre-market trading to $334.89, though the stock has climbed nearly 8% since the September launch event. The order cuts reflect a classic pattern in the electronics industry: demand forecasts diverging from reality. For the iPhone 18 Pro, both structural factors (rising memory prices, the delayed standard model) and current market conditions (slower demand) are at play. Apple is being forced to adjust production so it doesn't end up with excess inventory of expensive compone
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