Apple has reportedly asked suppliers to reduce component production for its iPhone 18 Pro and iPhone 18 Pro Max, as weaker-than-expected demand and rising manufacturing costs put pressure on sales of its latest flagship smartphones.
Apple has instructed some of its suppliers to cut production of components for the newly launched iPhone 18 Pro and iPhone 18 Pro Max, according to a report by Nikkei Asia cited by Reuters on Friday.
The report indicates that Apple has adopted a more cautious approach to production amid weaker consumer demand. Component orders for October were reportedly reduced by at least 15% compared with the company’s initial projections, reflecting concerns about the new models’ market performance.
Higher prices may be contributing to the slowdown. The iPhone 18 Pro starts at $1,199 in the United States, while the iPhone 18 Pro Max starts at $1,299, representing a $100 increase over their predecessors. The price increases come as smartphone manufacturers face rising memory chip costs, partly driven by strong demand from artificial intelligence data centres.
Apple introduced the iPhone 18 Pro lineup in September, highlighting camera improvements, enhanced battery life and performance upgrades powered by its A20 Pro chip. The devices also feature a variable-aperture main camera and new AI capabilities. However, the reported production cuts suggest that these improvements may not be translating into the level of demand Apple initially anticipated.
The development highlights the challenges facing premium smartphone makers as rising component costs put pressure on pricing and consumer spending. Apple will be watching sales performance closely as it adjusts production to match demand. It remains unclear whether the reported slowdown will persist in the coming months or whether demand will strengthen as more consumers consider upgrading their devices.
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