Apple has told some suppliers to reduce October component orders for the iPhone 18 Pro and iPhone 18 Pro Max by 15% to 20% from what it originally requested, 9to5Mac reported Friday, citing Nikkei Asia. Supply-chain sources linked the cut to softer demand after Apple raised prices by $100 per device.

What Happened

Nikkei Asia's report, which cited multiple people in Apple's supply chain, said orders for both premium models were reduced by at least 15%, with some sources putting the cut at 15% to 20% for October alone. 9to5Mac, which summarized the exclusive, said the sources were not sure whether more reductions would follow after October.

According to the report, the main factor is price. The iPhone 18 Pro and Pro Max cost $100 more than the models they replaced, and the sources said the increase has dampened buyer interest.

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A supply-chain manager quoted by Nikkei pointed to a second factor: Apple's decision to split its lineup. The base iPhone 18 did not launch alongside the Pro models in September and is not expected until spring. The manager said demand is weaker than in earlier years, when all of the new models were introduced together.

The effect is not uniform across suppliers. Components have different lead times, so some suppliers feel the change sooner than others. None of the affected companies were named in 9to5Mac's account.

Suppliers also expect similar order reductions for a rumored model referred to as the iPhone Duo once it is released, according to the report.

Why It Matters

The Pro models are Apple's most expensive iPhones and carry a large share of the company's smartphone revenue, so an early cut in component orders is one of the first outside indicators of how the new lineup is selling. Order reductions in the first full month after launch typically flow through to chip, display, camera and assembly partners in Asia, many of whom depend heavily on Apple volumes.

The financial picture for Apple itself is less clear. 9to5Mac noted that because each device now sells for $100 more, lower unit demand will not reduce revenue by the same proportion. A 15% to 20% cut in component orders is also not the same as a 15% to 20% drop in sales, since Apple may be adjusting inventory as well as reacting to demand.

The report also tests Apple's strategy of staggering launches. Releasing the Pro models first and the standard iPhone months later gives Apple two launch windows a year, but Nikkei's sources suggest the approach has removed some of the momentum that came from a single, full-lineup September release.

Context

9to5Mac's report included no comment from Apple. The company does not disclose unit sales for individual iPhone models and rarely discusses supply-chain reports, which leaves component orders as one of the few early signals outsiders can track.

Nikkei Asia regularly reports on Apple's component orders through sources at its Asian suppliers, and those reports are closely followed by investors in the companies that build iPhone parts.

What to Watch

Apple will report results for its fiscal fourth quarter of 2026 on Nov. 6. That report will cover only a few weeks of iPhone 18 Pro sales, but the company's guidance for the holiday quarter will show how management sees demand.

Suppliers will be watching whether Apple extends the cuts beyond October, and how orders for the iPhone Duo and the spring base model take shape. Any further reductions before the holiday season would suggest the price increase is having a lasting effect on demand.