iPhone 18 Pro Demand Slump: Apple Cuts Component Orders by 15-20 per Cent

Apple has reportedly asked some of its suppliers to scale back component production for the iPhone 18 Pro and iPhone 18 Pro Max, after demand for the premium models fell short of the company's expectations. According to a report by Nikkei Asia, orders for October have been trimmed by 15 per cent to 20 per cent from earlier plans, while rising memory chip costs and higher price tags continue to weigh on buyers. The phones went on sale in September, and the initial rush has not lasted as long as Apple had hoped.

Apple has not confirmed whether it will cut prices or make further production changes, so the reported reductions do not guarantee that prices will come down.

Why Is iPhone 18 Pro Demand Slowing?

The Pro models cost more than the phones they replace. Both launched at prices USD 100 higher than the previous generation in the US market.

In India, the iPhone 18 Pro starts at INR 1,64,900, while the iPhone 18 Pro Max begins at INR 1,79,900. iPhone 18, iPhone 18e to Feature 9GB RAM but Lack Select AI Capabilities: Report.

A former executive of an Indian smartphone brand told NDTV: "The price jump is significant for buyers who upgrade their phones every few years. Customers must now weigh the benefits of a newer device against the additional money they need to spend."

Waiting Times Are Shrinking

Data from UBS analysts reportedly shows that average waiting times for the iPhone 18 Pro have dropped across more than 30 markets.  iPhone 17 Pro Max Price Drops to All-Time Low in Flipkart GOAT Sale.

Shorter waits do not automatically point to weak sales, since they can also reflect better supply. However, when delivery times ease despite a stable supply backdrop, it can suggest fewer buyers are competing for the devices.

Smartphones Are Getting Costlier Everywhere

The pressure is not limited to Apple. Memory chips are getting more expensive as tech companies compete for supplies to power artificial intelligence data centres, which is squeezing makers of smartphones, computers and other electronics.

Research firm IDC expects global smartphone shipments to fall 16.7 per cent in 2026, while average selling prices are forecast to rise 27.6 per cent as companies pass higher costs on to consumers.

In India, a weaker rupee adds to the pressure. Buyers who want the latest features may have to pay more, while others may hold on to their current phones for longer or look at older models.

Will The iPhone Duo Face The Same Problem?

The slowdown has put Apple's first foldable phone, the iPhone Duo, under the spotlight. It starts at INR 2,99,900 in India for the 256GB variant, which is nearly INR 3 lakh and out of reach for many users.

A person familiar with the situation told Nikkei Asia that the phone was expensive for a smartphone. The report also raised the possibility that the Duo could face similar demand challenges after launch.

The foldable also carries an extra hurdle, as its folding screen makes manufacturing more complex and Apple's quality requirements add to production challenges.

Should You Buy An iPhone Now Or Wait?

Krishna Sai, a personal finance expert, said: "Consumers planning an upgrade should focus on their own needs rather than assume that a price cut is around the corner. If your current phone works well, waiting may give you more time to compare prices and offers. If you need a replacement now, compare the iPhone 18 Pro with older models and other premium smartphones before making a decision."

(The above story first appeared on LatestLY on Oct 09, 2026 05:09 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).