Apple cuts production of iPhone 18 Pro models
Suppliers are said to be making fewer components because of weaker demand and higher memory-chip costs.
Apple has asked suppliers to reduce production of components for the iPhone 18 Pro and Pro Max, Reuters reports, citing a report by Nikkei Asia. According to the reports, higher memory prices and higher retail prices are weighing on demand; Apple has not independently confirmed the report.
The possible production cut concerns the Pro models that Apple introduced in September. Reuters writes that the company has asked some suppliers to make fewer components. The report gives no public figure for the scale of the cut and does not say that Apple has completely stopped selling the devices.
The main cause is said to be the price of memory chips. Those costs have risen sharply, according to the reports, meaning that new smartphones become more expensive or manufacturers have to absorb a larger share of the costs themselves. Reuters specifically links the weaker demand to the iPhone 18 Pro series.
Tweakers previously wrote that the new Pro models are clearly more expensive in the Netherlands than the previous generation. A review cited the combination of limited improvements and higher prices as a reason why the device may be less attractive to some buyers. That is an editorial assessment by Tweakers, not an Apple sales figure.
For suppliers, a reduction in orders may mean that factories adjust their production plans. The effect depends on demand for other Apple models, the extent to which components can be reused and whether the reported dip in demand is temporary. Public reports contain no company forecast on this yet.
According to Reuters, Apple did not immediately respond to a request for comment. It therefore remains unclear whether the order adjustment is a normal revision of inventory planning or a sign that sales are structurally falling short of expectations.
The development is relevant to the wider smartphone market. Apple is a major buyer of memory chips, and a change in orders could affect suppliers and competitors. At the same time, a single report about components is not enough to infer how high total sales of the iPhone 18 series will be.
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The text describes the production adjustment as a development reported by Reuters, not as a sales trend confirmed by Apple. The price context comes from Tweakers; figures for total sales have deliberately been omitted.
- confirmed Apple is said to have asked suppliers to produce fewer components for the iPhone 18 Pro and Pro Max. — Reuters reports this based on Nikkei Asia. source
- confirmed Higher memory prices and higher device prices are cited as explanations for the weaker demand. — Reported explanation in the Reuters report. source
- confirmed Apple has not directly confirmed the report. — Reuters reports that Apple did not immediately respond to a request for comment. source
- confirmed Tweakers described the iPhone 18 Pro as more expensive than the previous generation. — The Tweakers review cites higher prices and a less favourable purchase compared with the previous generation. source
Editor's note
The order reduction is a Reuters report based on Nikkei Asia and has not been confirmed by Apple. We therefore give no figure for the scale of the production cut and present the cause as a reported explanation.Sources
More on this in Dutch media
- NOS — „apple iphone 18 pro”
- Het Parool — „apple iphone 18 pro”
- NRC — „apple iphone 18 pro”