Oct 11, 2026: Apple has asked some suppliers to reduce production of components for the newly launched iPhone 18 Pro and iPhone 18 Pro Max as rising memory chip costs and higher prices weigh on consumer demand, Nikkei Asia reported on Friday.
The company has taken a more cautious approach to shipments since early September, with component orders for October cut by at least 15% from originally requested levels, the report said, citing multiple people familiar with the matter.
Reuters said it could not immediately verify the report.
Apple did not immediately respond to a Reuters request for comment outside regular business hours.
Technology companies have been securing advanced chip-making capacity and memory chips to power AI data centres, contributing to shortages and price increases that are expected to put pressure on both the personal computer and smartphone markets this year.
Apple raised iPad and MacBook prices in June, saying it could no longer shield customers from rising memory and storage chip costs driven by the AI industry’s data-centre expansion.
Demand for devices has softened from late August into October, although Nikkei reported that the trend could also be linked to changes in Apple’s iPhone launch schedule.
Apple last month unveiled its latest flagship smartphones, the iPhone 18 Pro and iPhone 18 Pro Max, alongside its foldable Duo handset.
The iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max starts at $1,299, both $100 higher than the starting prices of the iPhone 17 Pro and Pro Max.
As Apple adds more AI features to iPhones and other products, its demand for high-performance memory has increased, giving suppliers a more strategic role amid a global shortage.