Apple ordered suppliers to cut iPhone 18 Pro component production by at least 15% for October due to weak consumer demand driven by higher prices and rising memory chip costs, according to reports published on Friday, October 9, 2026.
Apple directed certain suppliers to reduce production of components for the newly launched iPhone 18 Pro and iPhone 18 Pro Max, Nikkei Asia reported on Friday, October 9, 2026. Component orders for October were slashed by at least 15% compared to original requests, according to people familiar with the matter. Apple adopted a more conservative stance on shipments beginning in early September.
Apple shares closed at $340.42 on Thursday, sitting just below the all-time record closing high of $341.07 reached on September 25. Following the report on Friday morning, retail sentiment on trading platforms turned bearish.
Higher Prices and Memory Costs Drive Production Cuts
Apple unveiled the iPhone 18 Pro and Pro Max on September 9, 2026, with starting prices of $1,199 and $1,299, respectively—representing a $100 increase over the iPhone 17 Pro and Pro Max. Both models hit store shelves on September 18. The sluggish consumer reception directly links to steeper retail prices across the new lineup.
Apple Staggers Hardware Rollout to Accommodate Foldable Phone
Apple staggered this year’s hardware rollout to accommodate its foldable phone, the Duo. The company prioritized three high-end models during the September window while postponing the standard iPhone 18 and the next-generation iPhone Air until a spring launch. Industry analysts noted that softer device demand from late August through October might also stem from Apple altering its product release cadence.
As advanced artificial intelligence capabilities expand across iPhones and other consumer hardware, Apple’s reliance on high-performance memory has deepened. That dependency elevates the strategic importance of component manufacturers even as global shortages persist. Can higher average selling prices successfully offset lower unit volumes?