Report: Apple cuts iPhone 18 Pro production due to ‘soft demand’

Apple has reportedly reduced orders for the upcoming iPhone 18 Pro and iPhone 18 Pro Max models due to a decline in consumer demand, according to a new report from Nikkei Asia. The company has reportedly instructed select suppliers to cut component production for the devices, citing price increases that have "dampened consumer demand."

Multiple sources familiar with the matter claim that Apple has become more conservative with shipments since early September. Orders for October have reportedly been cut by at least 15% compared to original requests, with some executives estimating a 15% to 20% reduction in orders for the premium models. The order cuts will impact production volumes for some suppliers but not all due to varying production lead times, and it remains unclear if Apple will make additional adjustments in November.

Another supply chain manager stated that demand is "not as strong as previous years when all the new models are introduced together" due to Apple's postponement of the base iPhone 18 release until next spring. Despite Apple's price hike of $100 for the iPhone 18 Pro and iPhone 18 Pro Max, the report suggests that the impact on revenue won't be immediate.

Apple is expected to report its Q4 2026 earnings on November 6, providing insight into early demand for the new devices.