Apple trims iPhone 18 Pro supplier orders as higher prices cool demand
Apple has reportedly asked suppliers to reduce October component shipments for its flagship phone line by at least 15% from its earlier plan. The company is responding to weaker demand after raising prices, with the iPhone 18 Pro at $1,199 and the Pro Max at $1,299, each $100 above the prior models. Apple has linked the increases to higher memory-chip costs, which have been pushed up by AI-related demand.
Apple reportedly asked suppliers to lower October component shipments for its flagship line by at least 15% versus earlier projections. The company reportedly grew more cautious in early September as memory-chip prices climbed, citing AI-related demand as a cost driver.
The iPhone 18 Pro starts at $1,199 and Pro Max at $1,299, each $100 above prior models. Apple also split the 18-series launch: Pro models first, while iPhone 18, 18e, and Air 2 are expected in spring 2027. The Pro models retain 12GB RAM, not the previously planned 16GB.
Consumers considering premium phones may delay upgrades or choose older, lower-cost models, potentially affecting carrier upgrade cycles and accessory/app markets. Suppliers and workers tied to component production could see shifting order volumes. If memory costs remain high, more device makers may pass costs to buyers or adjust specs, making advanced features less accessible.