Apple is asking its suppliers to cut production of components for the iPhone 18 Pro and iPhone 18 Pro Max by between 15% and 20%. The reason is a fall in demand amid rising memory prices, Nikkei Asia reports, citing its own sources.
The publication confirms that demand for both iPhone 18 Pro models has been weaker than for last year’s models. However, the report notes that the lower popularity of the new generation is unlikely to significantly affect Apple’s revenue, as the new models are 10% more expensive.
The report states that Apple has asked various suppliers to cut iPhone 18 Pro production by up to 20%. The extent of the cut depends on the supplier. Two component manufacturers stated that orders in October were reduced by at least 15% compared with the initial order. Suppliers are concerned about Apple’s decision. Usually, orders increase with the release of new models, but this time the opposite has happened.
The rise in memory prices is unlikely to be the sole reason for the lack of consumer interest. Many consider this generation of iPhone transitional, with improvements deemed insufficient compared to the $100 price increase. Furthermore, the iPhone 18 Pro range is facing technical issues at launch. Early adopters report connectivity issues that, according to Apple, cannot be repaired. In addition, users report a crackling sound from the speaker, Face ID malfunctions, slow storage, and noticeable color changes.
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