Daily Management Review

Apple asks suppliers to cut component production for iPhone 18


10/12/2026


Apple Inc. has requested certain suppliers to cut back on component manufacturing for the newly released iPhone 18 Pro and iPhone 18 Pro Max models, as increasing memory chip prices and elevated device costs weaken consumer demand, according to Nikkei Asia, referencing sources.



Håkan Dahlström via flickr
Håkan Dahlström via flickr
Based on the sources, the firm has taken a more careful stance on shipping predictions since early September. As a result, October component orders were reduced by a minimum of 15% relative to original plans.

In June, Apple increased the prices of iPads and MacBooks, explaining it could no longer protect consumers from the effects of rising expenses for memory chips and storage devices—a trend influenced by the growth of data center infrastructure for artificial intelligence (AI) systems.

Tech firms are fervently acquiring chip production capacity and memory chips to fuel data centers centered on AI. This is driving shortages and price increases, anticipated to result in a decline in the personal computer and smartphone sectors this year.

The initial cost for the iPhone 18 Pro and Pro Max is $1,199 and $1,299, respectively—$100 more than the introductory price of the iPhone 17 Pro and Pro Max versions.

source: asia.nikkei.com