FILE-A detailed view of Apple's new iPhone 18 Pro at Apple Regent Street on September 18, 2026 in London, England. (Photo by George Mattock/Getty Images)
Apple is slashing orders for its newly launched iPhone 18 Pro and iPhone 18 Pro Max as surging memory chip costs and price increases have lowered consumer demand for the devices.
The company has taken a different approach on shipments of the iPhones since September, with component orders for October being cut roughly 15%, according to Reuters, citing a Nikkei Asia report.
How much are the Apple iPhone 18 Pro phones?
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In September, Apple debuted the latest generation of its flagship smartphone, with the iPhone 18 Pro and the 18 Pro Max handsets, alongside its foldable phone duo.
The iPhone 18 Pro and Pro Max start at $1,199 and $1,299, up $100 from the starting prices of the iPhone 17 Pro and Pro Max.
RELATED: Apple unveils foldable iPhone called Duo, iPhone 18 Pro lineup
Forbes reported that the iPhone 18 Pro models won’t be Apple’s flagship smartphone launch for 2026. Last month, Apple announced the iPhone Duo, a passport-sized phone with an inner screen that folds out to a size that is like the iPad Mini.
Reuters noted that demand for Apple devices has dwindled from late August into October, but that could be connected to the tech giant changing its launch schedule for iPhone models.
Meanwhile, with the addition of more AI features to the iPhone and other Apple devices, the company’s demand for high-performance memory has surged, raising the role of suppliers amid a global shortage.
The Source: Information for this story was provided by Reuters, which cites a Nikkei Asia report and Forbes. This story was reported from Washington, D.C.