Key Moments
- Apple Inc (NASDAQ:AAPL) reportedly reduced October component orders for iPhone 18 Pro models by 15%-20% from initial expectations.
- Weaker-than-expected demand for the new premium iPhone 18 lineup has been linked to higher device prices driven by rising memory and component costs.
- AAPL shares were down 1.9% in U.S. premarket trading by 05:15 ET (09:15 GMT), according to the report.
Apple Pulls Back on iPhone 18 Pro Supply Plans
Apple Inc (NASDAQ:AAPL) has instructed certain suppliers to scale back production of parts used in its newly introduced iPhone 18 Pro and iPhone 18 Pro Max, according to a Nikkei Asia report released on Friday that cited multiple sources familiar with the situation.
The report stated that Apple adopted a more cautious stance on shipment volumes beginning in early September. As a result, orders for components scheduled for October were reportedly trimmed by 15%-20% compared with the company’s earlier internal projections.
Market Reaction and Demand Concerns
In response to the news, Apple’s stock was down 1.9% in U.S. premarket trading by 05:15 ET (09:15 GMT).
The Nikkei report linked the production cuts to demand falling short of expectations for the latest iPhone 18 lineup. Higher prices for memory chips and other key parts have pushed up overall device prices, which in turn has weighed on consumer appetite for the new premium models, according to the report.
Revised Launch Strategy for the iPhone 18 Family
Nikkei Asia also reported that the softer component demand may partly reflect a shift in Apple’s rollout strategy for the broader iPhone 18 series. The company first unveiled the higher-end models – the iPhone 18 Pro, iPhone 18 Pro Max, and the iPhone Duo – in September.
Apple is expected to introduce the standard iPhone 18, along with an enhanced iPhone Air, in early-2027, the report said. The base iPhone model was described as having gained traction with the iPhone 17 line last year, suggesting that it could potentially generate stronger sales for the company when the new generation arrives.
Component Cost Pressures and Industry-Wide Challenges
The Nikkei report underscored that Apple’s situation reflects broader pressures across the consumer electronics sector, where manufacturers are contending with escalating costs for memory and other electronic components.
According to the report, global supplies of memory and electronic parts have been squeezed by heavy demand from the artificial intelligence industry. It also referenced recent remarks from memory chip producer Micron indicating that this supply tightness is likely to continue well into 2027.
Key Figures at a Glance
| Item | Detail |
|---|---|
| Company | Apple Inc (NASDAQ:AAPL) |
| Premarket share move | -1.9% by 05:15 ET (09:15 GMT) |
| Reported October component order change | Cut by 15%-20% from original expectations |
| Premium models launched | iPhone 18 Pro, iPhone 18 Pro Max, iPhone Duo |
| Planned future launches | Base iPhone 18 and upgraded iPhone Air in early-2027 |
| Industry backdrop | Tight global memory and electronics supply, driven by AI demand |
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