Apple’s latest iPhones have become more expensive. Now the company is cutting component orders for its flagship models as demand falls short of expectations. A Nikkei Asia report says Apple has asked some suppliers to reduce production of components for the iPhone 18 Pro and iPhone 18 Pro Max. Orders for October have been cut by 15 to 20 per cent from earlier plans. Higher memory chip costs and price increases are weighing on demand for Apple’s premium phones.
In India, the iPhone 18 Pro starts at Rs 1,64,900 and the iPhone 18 Pro Max from Rs 1,79,900. Both launched at prices $100 higher than the previous generation in the US. A former executive of an Indian smartphone brand told NDTV that customers must now weigh the benefits of a newer device against the extra money they need to spend.
Apple launched the models in September, but demand has not stayed as strong as expected. UBS data reportedly shows average waiting times for the iPhone 18 Pro have fallen across more than 30 markets. Shorter waits do not automatically mean lower sales, as they can also reflect better supply. But when delivery times ease despite stable supply, it can suggest fewer buyers are competing for the devices.
The slowdown has put Apple’s first foldable, the iPhone Duo, under the spotlight. It starts at Rs 2,99,900 in India for the 256GB variant. A person familiar with the situation told Nikkei Asia the phone was expensive for a smartphone. The report raised the possibility that the Duo could face similar demand challenges. The folding screen also makes manufacturing more complex, and Apple’s quality requirements add to production challenges.
The pressure is not limited to Apple. Memory chips are getting costlier as tech companies compete for supplies to power AI data centres. IDC expects global smartphone shipments to fall 16.7 per cent in 2026, while average selling prices are forecast to rise 27.6 per cent. A weaker rupee adds to price pressure in India.
Apple’s reported production cuts do not guarantee price cuts. The company has not confirmed whether it will reduce prices or make further production adjustments. Personal finance expert Krishna Sai said consumers should focus on their own needs rather than assume a price cut is near. If the current phone works well, waiting may allow more time to compare prices and offers. If a replacement is needed now, compare the iPhone 18 Pro with older models and other premium smartphones.
Source: NDTV
