Apple has told some of its supplies to cut productions of components of the iPhone 18 Pro and iPhone 18 Pro Max after soaring memory costs forces increases that have dampened consumer demand, reports Nikkei Asia (a subscription is required to read the article).
The article — quoting unnamed sources — says the tech giant cut component orders for October by at least 15% compared with what was originally requested. The iPhone 18 Pro and iPhone 18 Pro Max start at US$1,199 and $1,299 respectively.
That’s $100 more than the models they replace. Apple says AI-driven memory chip costs for the recent price increases across its line.
However, I’m skeptical of Nikkei Asia’s claims for a variety of reasons. For one, the iPhone 18 Pro and Pro Max, as well as the iPhone Duo, are predicted to be among the top-selling products of the holiday season. For another, iPhone sales in China were up 12% during the launch week of the new smartphones. And for another, despite mixed unit volumes, higher average selling prices led firms like Gene Munster’s group to raise Apple’s fiscal 2027 iPhone revenue estimates to $301.84 billion.
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