Apple to make up to 20% fewer iPhones as demand disappoints

Apple is scaling back plans to manufacture the iPhone 18 Pro and Pro Max after demand fell below expectations. It has asked suppliers to produce up to 20% fewer components for the two models.

According to Nikkei Asia, the company has taken a more cautious approach to shipments since early September. Several suppliers have received component orders for October that are 15% to 20% below initial expectations.

«In October alone, we are seeing orders from Apple reducing by 15% to 20% for both the premium models; we don’t know how things would develop from here,» an executive-level source told the publication.

iPhone price tags get heftier

The reported adjustments come less than a month after the iPhone 18 Pro and Pro Max went on sale on September 18.

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Apple introduced both devices on September 9, raising their starting prices by $100 compared with the previous generation. The iPhone 18 Pro now costs at least $1,199, while the Pro Max starts at $1,299.

The increases follow a sharp rise in memory chip costs, which has forced smartphone manufacturers to reconsider pricing and production targets.

Read more: Tech geek used iPhone 18 Pro Max all day. There’s no rush upgrading

Why orders are lower

Apple has changed its traditional release strategy for 2026, prioritising premium devices in September and postponing the standard iPhone 18 and next-generation iPhone Air until early 2027. This means the company is ordering fewer components during the second half of the year than it would normally require for a complete iPhone lineup.

Read more: Apple struggles with iPhone Duo hinge as defect rate hits 40%

Apple is also preparing to launch its first foldable smartphone, the iPhone Duo, on October 23. The device will start at $1,999 for the 256GB version and will initially be available in 70 countries and regions.