Apple has reportedly cut orders for components used in its newly launched iPhone 18 Pro and iPhone 18 Pro Max after higher prices and rising memory chip costs dampened consumer demand.
According to a report by Nikkei Asia on Friday, the technology giant has asked some suppliers to reduce production of components, with orders for October cut by at least 15 per cent from the levels originally requested.
The report, which cited people familiar with the matter, said Apple had adopted a more cautious approach to shipments since early September.
Reuters said it could not immediately independently verify the report, while Apple had not responded to a request for comment outside regular business hours.
The reported production cuts come as smartphone and computer makers face rising costs for memory chips, driven partly by growing demand from technology companies building artificial intelligence data centres.
The expansion of AI infrastructure has intensified competition for advanced chipmaking capacity and memory supplies, contributing to shortages and higher prices across the consumer electronics industry.
Apple has already raised prices for some of its products in response to increasing memory and storage costs. In June, the company increased prices for iPads and MacBooks, saying it could no longer absorb the rising expenses.
The latest iPhone models have also become more expensive than their predecessors. The iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max starts at $1,299, representing a $100 increase over the starting prices of the corresponding iPhone 17 Pro models.
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The higher prices may be adding pressure to consumer demand, although Nikkei Asia reported that Apple’s changing product launch schedule could also be contributing to softer sales of its devices from late August into October.
Apple unveiled the iPhone 18 Pro and iPhone 18 Pro Max last month alongside its foldable smartphone, the iPhone Duo.
The company has continued expanding AI capabilities across its products, increasing its need for high-performance memory chips at a time when supplies are under pressure.
The reported reduction in component orders highlights the challenge facing Apple as it balances rising production costs, higher device prices and consumer demand in an increasingly competitive smartphone market.
However, the reported cuts do not necessarily establish the scale of any decline in final iPhone sales, as Apple has not publicly confirmed the supplier-order changes.
About the Author
Cecilia Attah is a tech analyst with a degree from Benue State University. She covers tech news and startups at TechRegard with a focus on how technology is transforming Africa and shaping the global landscape.
