iPhone 18 Pro Max is disappointing
(Dan Tri) - According to Nikkei Asia, Apple has asked some suppliers to cut component production for iPhone 18 Pro and iPhone 18 Pro Max models.
The reason is said to be due to the skyrocketing cost of memory chips, forcing the company to increase prices, thereby causing sales to decline.
Sources from the supply chain revealed that the US technology giant began to be more cautious with its shipment plan from early September. Accordingly, the number of component orders was cut by at least 15% compared to initial expectations due to weaker-than-expected market demand.
Demand for iPhone 18 Pro and iPhone 18 Pro Max decreased due to high selling prices (Photo: Gizmodo).
"In October alone, we recorded a 15-20% decrease in orders from Apple for both high-end models. We are not sure how the situation will develop in the near future," a supplier leader revealed.
Apple's order reduction will directly affect the output of some suppliers. Currently, it is unclear whether the company will make any other adjustments from November onwards.
This year, Apple changed its new iPhone launch schedule for the first time. The company focuses on the iPhone 18 Pro and iPhone 18 Pro Max duo. Meanwhile, the standard iPhone 18 model and the new iPhone Air have been postponed to early 2027.
Cutting production does not mean Apple's revenue will be lower. The selling price of the new iPhone models is at least 10% higher than its predecessor. Apple's supply chain has also been carefully prepared and has extensive experience in adjusting production to adapt to market conditions.
In a recently published report, UBS analysts said that waiting times for iPhone 18 Pro deliveries to customers in more than 30 markets are trending down.
"The decrease in waiting time for receiving goods in the context of stable supply is a worrying issue, especially considering recent price increases. This shows that users are more sensitive to price fluctuations compared to previous launches," experts at UBS commented.
iPhone 18 Pro has a starting price of 1,199 USD, while iPhone 18 Pro Max starts at 1,299 USD. The selling price of both versions increased by 100 USD compared to the previous generation. Meanwhile, iPhone Duo is priced from 1,999 USD for the standard version and will be available from October 23.
Experts predict that the mobile market will continue to decline in 2026 (Photo: Hardware Zone).
"That price is really too high for a smartphone. Based on actual developments with the iPhone 18 Pro and iPhone 18 Pro Max, we predict the iPhone Duo will fall into a similar situation when it goes on sale," a source knowledgeable about the supply chain shared.
The global smartphone market is being negatively affected by memory chip shortages and rising component costs. According to IDC forecasts, this industry will decline by 16.7% compared to last year and continue to maintain a decline until 2027.
The average selling price of smartphones has also increased by 27.6% compared to last year. The reason comes from phone manufacturers' price increases to compensate for escalating material costs.
Lower demand for iPhone 18 Pro and iPhone 18 Pro Max models shows that even a market leader like Apple cannot avoid the impact of sharp increases in component prices.