Apple Plans 15% Cut in iPhone 18 Pro Component Orders Amid Mixed Demand Signals
Apple plans to reduce component orders for the iPhone 18 Pro and iPhone 18 Pro Max by about 15% in October after demand for the new devices fell short of expectations, according to a report by Japan’s Nikkei newspaper.
The adjustment comes less than a month after the phones were launched. It reflects an effort to align production plans with actual market demand and avoid manufacturing more units than consumers are likely to buy.
The planned reduction does not necessarily indicate a crisis affecting the iPhone 18 Pro lineup or suggest that Apple intends to discontinue any model. Instead, it points to a production adjustment based on current sales indicators.
Demand Varies Across Markets
Nikkei’s findings contrast with other reports suggesting that the iPhone 18 Pro series has performed strongly in China.
In September, research firm RD Observation reported that demand for the new phones in China had surpassed interest in the iPhone 17 lineup. Some stores, it said, recorded revenue twice the level generated by sales of the 2025 models.
The differing assessments could reflect variations in demand across markets, with the new lineup potentially selling well in China while attracting weaker interest elsewhere. However, Apple does not publish detailed sales figures for each individual model, making it difficult to determine precisely what is driving the reported slowdown.
Foldable iPhone Draws Consumer Interest
Growing interest in Apple’s foldable iPhone Duo may be another factor affecting demand for the Pro models. The device introduces a new design that marks a departure from the company’s traditional iPhone form factor.
Positive impressions shared by attendees who tried the phone at its launch event have helped fuel interest. That attention could lead some consumers considering an iPhone 18 Pro to postpone their purchases and wait for the new device.
At the same time, reports indicate that manufacturing yields for the iPhone Duo have declined, potentially limiting the number of units available when initial preorders begin and making the device harder to obtain at launch.