Apple has notified suppliers to reduce component production for the iPhone 18 Pro and iPhone 18 Pro Max. Orders for October were cut by 15% to 20% compared to the original plan, following a downward revision of shipment expectations that began in early September.
The reduction in orders is attributed to weaker-than-expected market demand. Rising prices for storage chips and other electronic components forced Apple to increase retail prices, which negatively impacted consumer purchasing intent.
Apple has also modified its product launch schedule. While the Pro models were released in September, the standard iPhone 18 and iPhone Air are now slated for release in early 2027. This shift in strategy has altered the procurement timeline for various components.
The broader electronics industry is facing significant cost pressures. Increased demand for AI servers and infrastructure has constrained the supply of storage chips, with Micron indicating that shortages may persist until late 2027. Manufacturers now face the choice of raising prices or absorbing higher costs.
