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Apple may have an iPhone 18 Pro demand problem
Oct 9, 2026 — 2:09 PM ET
- Apple has reportedly told its suppliers to cut production of components for the iPhone 18 Pro series.
- New orders have been decreased by at least 15% compared to previous levels, according to reports.
- This is apparently due to initial iPhone 18 Pro sales failing to meet Apple’s expectations, partly because of its new higher price tag.
Apple launched its latest iPhone 18 Pro last month. It’s the most expensive Pro iPhone to date, starting at $1,199 for the smaller model. Maybe not so coincidentally, it’s also reportedly not selling as well as Apple would’ve hoped.
As reported by Nikkei Asia (via Reuters), Apple has been telling suppliers to pull back on production of components used to assemble the iPhone 18 Pro and iPhone 18 Pro Max. Affected component orders have reportedly been cut by 15% or more.
Which phone would you buy over the iPhone 18 Pro?
Inflation spurred by increased demand for memory is showing up all over consumer tech. At a base price of $1,199, the iPhone 18 Pro starts at $100 more than last year’s 17 Pro. We’ve seen similar price increases in the latest generation of Android flagships, too: the Pixel 11 series starts at $899, up from the 10’s $799, while Samsung announced $100+ price increases across the entire Galaxy S26 lineup earlier this month.
Apple previously increased prices on iPads and MacBooks this summer.
Reuters says it wasn’t able to independently verify Nikkei‘s reporting, and that Apple didn’t respond to the publication’s request for comment.
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