Apple has asked suppliers to cut component orders for its flagship iPhone 18 Pro and iPhone 18 Pro Max by at least 15% starting in October. At some suppliers, the cut reaches 20%.

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High prices cool consumer demand

According to industry sources, Apple asked suppliers to reduce production volumes for the two top-tier models. The size of the cut varies from company to company. Whether orders will shrink further after November remains unclear.

Behind the move are rising price tags and demand falling short of expectations. The new lineup, unveiled in September, is directly feeling the effect of users hesitating to buy due to pricing.

Memory chips push prices up

The main driver of the price hikes is the rapid growth of AI, which has lifted demand for — and the cost of — memory chips. Rising component costs are being passed on to phone prices, dampening consumer interest.

Meanwhile, the launch calendar is staggered: the standard iPhone 18 and the updated iPhone Air are expected to arrive in early 2027, shaping supply needs on a seasonal basis. Whether the cut reflects a permanent loss of demand or a temporary adjustment should become clear in the coming months.