Apple cuts iPhone 18 Pro component orders up to 20%
Higher launch prices cool demand following surges in memory chip costs.
Apple instructed suppliers to cut component orders for the newly released iPhone 18 Pro and iPhone 18 Pro Max by 15% to 20% in October 2026. The move follows softer consumer demand after rising memory chip costs prompted the company to increase retail prices, as Nikkei Asia and Reuters reported on October 9, 2026.
Apple raised starting prices across the iPhone Pro lineup by 100 dollars at launch compared to the prior generation. The base iPhone 18 Pro starts at 1,199 dollars, while the iPhone 18 Pro Max begins at 1,299 dollars.
The production adjustments take place against a challenging backdrop for the broader mobile sector. Market research firm IDC projects that global smartphone shipments will decline by 16.7% in 2026, while average selling prices across the industry are projected to climb by 27.6%.
Share prices can rise and fall. Past performance does not guarantee future results. This article is news, not investment advice.
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