Apple cuts iPhone 18 Pro orders by up to 20% after price rises

[Ava_37]

Apple has reportedly cut orders for the iPhone 18 Pro and Pro Max, 9to5Mac reports, citing Nikkei Asia. Both models launched at $100 more than their predecessors. According to the report, demand has been softer than expected. Two sources said October component orders were cut by at least 15%

An executive level source put the cut for both models at 15% to 20%. Apple has reportedly been more cautious about shipments since early September. The cuts affected some suppliers but not all, because of differences in lead times. One source suggested the upcoming iPhone Duo might see a similar cautious approach

There is an interesting reason behind the softer demand, according to a supply chain manager. This year Apple has staggered its launches, with the base iPhone 18 not due until spring. The manager said demand is not as strong as in previous years when all the new models were introduced together. Some buyers may be waiting for the cheaper model

Price rises are the other factor. A $100 increase is significant, especially when many people are already feeling the squeeze from higher living costs. Component prices have been rising too, partly because of AI demand for memory and chips. That puts pressure on phone makers to either absorb costs or pass them on

I would not read too much into one report. Apple adjusts orders regularly, and production plans change for many reasons. But it does suggest that even Apple has limits on how much buyers will pay. A staggered launch might also help spread sales across the year, which could balance out over time

Did the price rise put you off the iPhone 18 Pro? And are you waiting for the base model in the spring instead?

Report: Apple cuts iPhone 18 Pro production due to 'soft demand' - 9to5Mac9to5mac.com