Apple Cuts iPhone 18 Pro Orders

Apple has instructed certain suppliers to reduce orders for iPhone 18 Pro and 18 Pro Max component production by 15-20% in October due to weak demand. This is reported by Nikkei Asia, citing sources in the supply chain.

Sources of the publication note that since the beginning of September, the corporation has adjusted the supply schedule. The company's own plans for the number of necessary devices have decreased by at least 15% compared to the initial calculations. According to partners of the manufacturer, one of the key reasons was the increase in the cost of operational and permanent memory modules, which forced the company to raise the wholesale prices of smartphones by at least 10% and led to a decline in buyer interest.

The volume of supplies was also affected by the change in the announcement schedule: the basic iPhone 18 and the thin version of the iPhone Air of the second generation are planned to be presented only in the spring of 2027, so components for them will be needed only by the end of this year. At the same time, analysts from UBS pointed to a reduction in the waiting time for ordered devices in more than 30 countries while maintaining the pace of supplies, which indicates a deterioration in demand elasticity. Apple itself did not respond to Nikkei Asia's request.

According to forecasts by the research organization IDC, global smartphone shipments in 2026 will decrease by 16.7% year-on-year, and the decline will continue in 2027. The average retail price of smartphones in the world has increased by 27.6% due to a shortage and an increase in the cost of electronic chips.