Apple has reportedly instructed some of its suppliers to reduce component production for the newly released iPhone 18 Pro and iPhone 18 Pro Max models. According to a report by Nikkei Asia, the Cupertino-based company has become more conservative regarding shipments since early September. Consequently, component orders scheduled for October have been slashed by at least 15% compared to the original projections.
The adjustment comes as the technology giant faces headwinds from rising memory chip costs and higher device pricing. The current iPhone 18 Pro series starts at $1,199, while the Pro Max model begins at $1,299, representing a $100 increase over the starting prices of the previous generation. Industry analysts suggest that the tech sector's scramble for advanced chip-making capacity and memory components—largely driven by the development of AI data centers—has led to shortages and increased costs. This shift is affecting broader smartphone and personal computer markets.
Apple previously noted in June that it could no longer absorb the soaring costs of memory and storage chips, which resulted in price hikes for its iPad and MacBook lines. While demand for its latest handsets has shown signs of softness from late August through October, the report from Nikkei Asia noted that this trend might also be influenced by changes in Apple’s device launch schedule.
The company, which unveiled the iPhone 18 Pro series alongside its foldable 'Duo' handset last month, did not immediately provide a comment regarding the reported production cuts. As Apple continues to integrate more artificial intelligence features across its product ecosystem, its reliance on high-performance memory has grown, further elevating the importance of its supplier relationships amid the ongoing global supply constraints.
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