Apple has reportedly instructed suppliers to reduce component orders for its flagship iPhone 18 Pro and iPhone 18 Pro Max by 15% to 20% for October following lower-than-expected demand.
According to reports, the procurement cuts stem from rising memory chip costs—driven by intense competition for supplies to power AI data centres—which have forced smartphone prices upward and dampened consumer appetite.
In India, the iPhone 18 Pro starts at Rs 1,64,900, while the Pro Max model begins at Rs 1,79,900, reflecting a general $100 price hike in major markets.
Data from UBS analysts indicates that average waiting times for the Pro models have dropped across more than 30 markets, signalling easing demand. Industry analysts warn that these pricing headwinds could also impact Apple’s upcoming foldable smartphone, the iPhone Duo, which is priced at nearly Rs 3 lakh (Rs 2,99,900).
Research firm IDC projects global smartphone shipments to fall 16.7% in 2026, with average selling prices rising 27.6%. While production cutbacks do not guarantee retail price cuts, analysts advise buyers to weigh the cost of upgrading against current hardware requirements.
