Apple reportedly cuts iPhone 18 Pro production as demand weakens

Apple has reportedly reduced production orders for the iPhone 18 Pro and iPhone 18 Pro Max after softer-than-expected demand for its latest flagship smartphones.

According to Nikkei Asia, Apple has told selected suppliers to cut component production, with orders for October said to have been reduced by at least 15% compared with the company’s original plans.

iPhone 18 Pro orders reportedly cut by up to 20%

One executive-level supply-chain source cited by Nikkei said Apple’s October orders for both premium models had fallen by between 15% and 20%. The impact will vary between suppliers because of different production lead times, while it remains unclear whether Apple will make further adjustments from November.

The report says Apple has become more conservative with iPhone 18 Pro shipments since early September, with higher prices believed to have weighed on demand.

Apple increased the starting price of the iPhone 18 Pro by $100 this year to $1,199, while the iPhone 18 Pro Max starts at $1,299. The Apple Post reported on the price increase when the new models were announced.

Apple’s new iPhone launch strategy may also be a factor

Nikkei also cites a supply-chain manager who said demand has not been as strong as in previous years when Apple launched all of its new iPhone models together.

This year, Apple split its iPhone launch schedule. The iPhone 18 Pro and iPhone 18 Pro Max arrived in September, while the standard iPhone 18 is not expected until 2027. Apple’s first foldable iPhone, iPhone Duo, is also launching separately later this month.

The reported production cuts do not provide a complete picture of iPhone 18 Pro sales, and Apple does not disclose unit sales for individual iPhone models. However, the supply-chain adjustments suggest the company may be responding to weaker demand than it initially anticipated.

Despite the reported slowdown, the iPhone 18 Pro remains Apple’s most advanced conventional iPhone, featuring the A20 Pro chip, variable-aperture camera and a smaller Dynamic Island. You can read our full iPhone 18 Pro guide here.

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