Apple trims iPhone 18 Pro component orders as memory costs rise

Apple has asked several of its component makers to scale back production for the iPhone 18 Pro and Pro Max after rising memory‑chip prices curbed buyer interest. Orders for October‑era parts were cut by at least 15 % compared with the quantities originally planned, sources familiar with the matter told Nikkei Asia. The move follows a dip in demand that began in late August and continued into October, a trend the report links partly to Apple’s shift in its launch timetable for the new phones. The latest flagship models, unveiled in September alongside the foldable Duo, start at $1,199 for the Pro and $1,299 for the Pro Max – each $100 higher than the entry prices of the previous generation. Higher prices come as Apple, like many tech firms, faces a shortage of advanced memory and storage chips, which have been bid up by companies building AI data‑center capacity. The same pressure forced Apple to raise iPad and MacBook prices in June, saying it could no longer shield customers from the cost surge. Analysts say the tightening of chip supplies could shrink both the PC and smartphone markets this year. Apple has not commented on the report, and Reuters was unable to verify the details.

Context

Memory‑chip shortages are a side effect of the rapid expansion of AI data‑center hardware, which raises demand and prices for the same components used in smartphones and laptops. The tighter supply makes it harder for manufacturers to keep device prices stable.