Apple Reduces iPhone 18 Pro Production by 15-20% Amidst Low Demand

Apple, in a discreet move, has directed its suppliers to decrease the production of components for the recently launched iPhone 18 Pro and iPhone 18 Pro Max by 15% to 20% for October, as per an exclusive report by Nikkei Asia. This action indicates consumer hesitance towards Apple’s most expensive iPhones to date, serving as an early warning sign for Apple’s premium strategy.

The iPhone 18 Pro is priced at $1,199 and the Pro Max at $1,299 — each $100 more than their predecessors. Apple has publicly attributed these price increases to the escalating costs of AI-driven memory chips, which have also led to a rise in prices across its MacBook and iPad lineups. The company adopted a more cautious shipment stance as early as September. Adding to the complexity, Apple decided against releasing a standard, lower-priced iPhone 18 alongside the Pro models. Instead, the base iPhone 18 is anticipated in spring 2027 as part of a split-launch strategy, thereby reducing the overall volume lift the company would normally get from a full lineup debut.

Despite these production cuts, analysts point out that Apple’s higher per-unit pricing could balance out lower shipment volumes in terms of revenue. The iPhone 18 Pro models come with 12GB of RAM — the same as last year’s iPhone 17 Pro — with one report suggesting Apple initially planned for 16GB but retracted due to cost considerations. Apple shares fell nearly 2% on Friday following this news. It is still uncertain whether further order reductions will be implemented in November.

Source: Nikkei Asia – Exclusive: Apple cuts iPhone 18 Pro orders due to soft demand