Nikkei Asia reports that Apple has told some suppliers to cut production of iPhone 18 Pro and iPhone 18 Pro Max components, after higher prices dampened demand. MacRumors and 9to5Mac relay the report. Apple has not confirmed it.

The photo above is Apple's own image of the current iPhone 18 Pro in four colours. It is not a new model.

What Nikkei reports

  • Apple told some suppliers to cut component production for the two Pro models, citing "multiple people familiar with the matter."
  • October component orders were cut "at least 15%" compared with Apple's original request. MacRumors and 9to5Mac report the same figure.
  • One executive-level source told Nikkei that October orders for the two premium models were down 15% to 20%. 9to5Mac repeats the quote.
  • The cuts hit some suppliers, not all. Nikkei says it is not clear whether Apple will adjust again from November.

Prices in the report

  • iPhone 18 Pro starts at $1,199 and iPhone 18 Pro Max at $1,299 (Apple's newsroom release; Nikkei and MacRumors give the same prices).
  • Both are $100 more than last year's models (Nikkei, MacRumors, 9to5Mac and Macworld).
  • Nikkei and MacRumors tie the increase to higher memory chip costs.

Why it matters

A cut to component orders is not a price cut, and none of the sources we read says Apple will lower prices. Nikkei's sources say the lower volume would not immediately cut Apple's revenue, because prices are higher this year. For a buyer, the signal is about demand and supply, not a discount.

Macworld reads the same report differently. It says the iPhone 18 Pro and the foldable iPhone Duo share processor, memory and storage options, the main supply constraint, so Apple may be freeing parts for the Duo, which starts at $1,999.

What is not known

  • Apple has not confirmed the cut. Nikkei says Apple did not respond to its request for comment.
  • Nikkei's sources link the softer volume partly to Apple's launch schedule, with the standard iPhone 18 due in spring 2027. MacRumors reports the same spring timing.
  • The sources give no end date for the cut.

Context

  • Apple shares fell about 2.5% in early trading after the report, per MacRumors and 9to5Mac.