iPhone 18 Pro: Apple reportedly cuts orders by up to 20 percent

The bill was predictable, and now it seems to be coming due. Apple has reportedly instructed some suppliers to manufacture fewer components for the iPhone 18 Pro and the iPhone 18 Pro Max. This is according to Nikkei Asia, citing several people familiar with the matter. Component orders for October are reportedly at least 15 percent below the original plan, with one supply chain executive putting the reduction at 15 to 20 percent for the two flagship models.

The report points to prices as the cause. Sharply rising memory chip costs have forced Apple to raise prices, which reportedly dampened demand. Supply chain sources say Apple has been more cautious about shipments since early September, with second-half demand weaker since August than in previous years.

A look at German prices shows just how substantial the increase is. The iPhone 18 Pro with 256 GB costs around €1,450 (available here on Amazon), while the Pro Max costs around €1,600 (available here on Amazon) – each €150 more than its predecessor at launch. Behind this are memory costs, which, according to TrendForce, have reportedly risen by 400 percent since last year's model.

So is the new Pro iPhone a slow seller? The findings are not as clear-cut as the headline sounds. Nikkei itself notes that part of the reduction could be related to Apple's new launch schedule. For the first time, Apple unveiled only its expensive models in September: the iPhone 18 Pro, Pro Max, and the foldable iPhone Duo. The iPhone 18 and a new iPhone Air are not expected to follow until spring, and Apple reportedly will not need their components until toward the end of the year at the earliest. Lower demand for components could therefore simply be a matter of timing.

Still, the report fits a trend that has been emerging for months. In June, analysts warned of prices exceeding €1,600 even for the cheapest 18 Pro. In the end, the increase was more moderate – and apparently still high enough to make buyers hesitate. For Apple, this is a test of how far prices can be raised in the premium segment without customers walking away. The answer appears to be: not quite as far as hoped.

For buyers, the news has one main practical implication: the iPhone 18 Pro is unlikely to become scarce anytime soon, with Amazon currently selling both models directly and offering immediate availability. Those hoping for falling prices, however, should not expect too much. Memory remains expensive, and ordering fewer components does nothing to change the costs that prompted Apple to raise prices. Apple would rather adjust volumes than prices – at least for now.