Apple has reportedly cut production orders for the iPhone 18 Pro and iPhone 18 Pro Max after softer-than-expected demand. According to a Nikkei Asia report cited by 9to5Mac, the company told select suppliers to reduce component production for the two premium models, with price increases said to have dampened consumer interest.
The report, which cites multiple people familiar with the matter, claims Apple has become more conservative on shipments since early September. Two sources say component orders for October were cut by at least 15% compared to Apple's original requests. The production cuts affect some but not all suppliers, depending on lead times, and it is unclear whether further adjustments will come in November.
iPhone 18 Pro order cuts: what the supply chain says
An executive-level source told Nikkei Asia that October orders from Apple are down 15% to 20% for both premium models, adding that the outlook beyond that is uncertain. Another supply chain manager said demand is “not as strong as previous years when all the new models are introduced all together.” That comment refers to Apple’s decision to delay the base iPhone 18 until next spring, leaving only the Pro models on sale this fall.
However, suppliers say the staggered launch alone does not explain the weaker demand. One source even expects a “similar fate” for the upcoming iPhone Duo, hinting at possible production cuts for that device after it launches.
Why the iPhone 18 Pro price hike matters
Apple increased prices for the iPhone 18 Pro and iPhone 18 Pro Max by $100 compared to their predecessors. While that has hampered demand, the report notes the lower volume won’t immediately translate into lower revenue for Apple because the higher price per unit helps offset fewer sales.
Apple will report its fiscal Q4 2026 earnings on Monday, November 6. That report will give the first concrete look at how the iPhone 18 Pro and Pro Max are actually selling in their first several weeks on the market.
