Overview
- Multiple supply‑chain sources told Nikkei Asia on Friday that Apple asked some suppliers to reduce October component orders for the iPhone 18 Pro and Pro Max by roughly 15 to 20 percent.
- The reported cuts are linked to rising memory and storage prices driven by demand for AI data‑center capacity and to Apple’s $100 price increase for Pro models, which suppliers say may be deterring some buyers.
- Demand signals are mixed: UBS analysts flagged shorter average delivery waits in more than 30 markets that suggest weaker demand, while Counterpoint and other market checks showed stronger launch‑week Pro sales in parts of China.
- Markets reacted to the report with Apple shares falling about 2.5 percent in early trading, and sources say only some suppliers will feel immediate output declines because of differing production lead times.
- The near term will test the picture: Apple’s foldable iPhone Duo goes on sale October 23 and the company reports fiscal Q4 results on November 6, both of which could clarify whether cuts reflect true demand softening, launch timing or component reallocation.