Apple has reportedly told suppliers to cut October component orders for its iPhone 18 Pro models by up to 20 per cent, as steeper prices and costlier memory chips weaken demand for its premium handsets.
Apple has asked some of its suppliers to scale back production of parts for the iPhone 18 Pro and iPhone 18 Pro Max, as demand for the pricier flagships has fallen short of what the company had hoped, according to reports.
Orders for October have reportedly been lowered by 15 to 20 per cent from earlier plans. The cuts come at a time when rising memory chip costs and higher retail prices are weighing on sales of Apple’s top-end phones.
Costlier phones, cooler demand
The new Pro models are more expensive than the ones they replace. In India, the iPhone 18 Pro starts at Rs 1,64,900 and the Pro Max at Rs 1,79,900. In the US, both launched at prices $100 higher than last year’s versions.
A former executive of an Indian smartphone brand reportedly said that the jump is significant for people who upgrade every few years, as they must now weigh the benefits of a new phone against the extra money required.
The phones went on sale in September, but demand has reportedly not stayed as strong as Apple expected. UBS analysts’ data shows average waiting times for the iPhone 18 Pro have shortened across more than 30 markets. Shorter waits do not always signal weak sales, since they can also mean better supply. But when delivery times ease while supply remains steady, it may suggest fewer buyers are lining up.
Foldable iPhone under watch
The slowdown has turned attention to Apple’s first foldable phone, the iPhone Duo, which starts at Rs 2,99,900 in India for the 256GB variant. A person familiar with the matter reportedly told Nikkei Asia the device was expensive for a smartphone, and the report suggested it could meet similar demand troubles after launch.
The foldable also faces manufacturing hurdles. Its folding screen makes production more complex, and Apple’s strict quality standards add to the difficulty. At nearly Rs 3 lakh, it is likely to stay out of reach for most buyers, even if its larger screen in a compact body appeals to some.
Industry-wide squeeze
The pressure extends beyond Apple. Memory chips are getting costlier as tech firms compete for supplies to power AI data centres, hitting makers of smartphones, computers and other gadgets.
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 on higher costs. In India, a weaker rupee adds to the strain, leaving buyers to either pay more, hold on to their current phones longer, or consider older models.
Buy now or wait?
Apple has not confirmed any price cuts or further production changes, and reduced orders do not guarantee cheaper iPhones.
According to reports, personal finance expert Krishna Sai advised consumers to focus on their own needs rather than expect a price cut soon. If the current phone works well, waiting allows time to compare prices and offers. Those who need a replacement now should compare the iPhone 18 Pro with older models and rival premium phones before deciding.
