Apple Cuts iPhone 18 Pro Orders Amid Soft Demand, Price Hikes Tied to AI Memory Shortage

Multiple reports confirm that Apple has directed suppliers to reduce component orders for the iPhone 18 Pro and Pro Max by at least 15% (and up to 20% in some cases) for October, following softer-than-expected demand after the September launch. The Nikkei Asia exclusive, widely cited by Reuters, Forbes, 9to5Mac, and MacRumors, attributes the cuts to consumer resistance to $100 price increases ($1,199 for Pro, $1,299 for Pro Max), driven by soaring memory chip costs from AI data center demand. Bernstein analyst Mark Newman noted mixed early feedback, with U.S. demand down low single digits year-over-year, while China showed 12% growth. Jefferies highlighted weaker resale prices as a demand signal. Apple's shifted launch strategy—prioritizing premium models now and deferring the base iPhone 18 to spring 2027—may also contribute to volume softness. This echoes broader tech sector pressures from AI-fueled component inflation, seen in prior iPad/Mac price hikes, and raises questions about premium pricing limits, similar to Vision Pro's market challenges. Apple shares dipped in premarket trading on the news.