Overview
- Multiple outlets reported on Friday that Apple asked some suppliers to reduce October component orders for the iPhone 18 Pro and Pro Max by roughly 15 percent, with a few sources saying cuts reached as much as 20 percent.
- The request, attributed to Nikkei Asia and cited by several publications, reflects a more conservative shipments stance Apple adopted after the September launch of higher‑priced Pro models.
- Reporters say higher DRAM and flash prices driven by AI data‑center demand have increased Apple’s memory costs, a factor companies cite as weighing on consumer uptake of premium, high‑storage iPhones.
- Market signals differ: UBS data show shorter wait times across more than 30 markets, while separate reports say the 18 Pro series has outperformed prior models in China, and Apple has not publicly confirmed the reported cuts.
- If shipments fall, analysts note revenue may not drop in line with units because Apple raised Pro starting storage and list prices, but the situation could affect supplier volumes, foldable production capacity and consumer upgrade decisions.