Apple slashes iPhone 18 Pro production just weeks after launch
As one of the Big Five of tech (Microsoft, Apple, Alphabet, Amazon, and Meta), Apple's impressive market cap of $4.97 trillion puts it in second place behind Nvidia's $5.55 trillion. While Apple shares have continued to climb in a somewhat troubled 2026, the tech giant could be in trouble as it reportedly scales back production on the iPhone 18 Pro line.
Some were disappointed that no standard iPhone 18 is releasing in 2026, meaning customers wanting to upgrade have been forced to stump up for the pricier iPhone 18 Pro (costing $1,199 and Pro Max ($1,299).
A standard iPhone 18 is planned for release in spring 2027, but with the Pro reportedly experiencing 'soft demand', could all of Apple's well-made plans be about to change?
How well is the iPhone 18 Pro selling?
According to a somewhat damning report from Nikkei Asia, Apple is cutting back production on the iPhone 18 Pro and Pro Max after a somewhat lukewarm sales reception. The company has apparently told some suppliers to cut production on certain components amid spiking prices in chips during the so-called RAMageddon.
Advert
It's said that Apple has become more conservative in terms of iPhone 18 Pro shipments since early September, with component orders for October 2026 being scaled back by 15%.
An executive-level source told the outlet: "In October alone, we are seeing orders from Apple reducing by 15% to 20% for both the premium models; we don't know how things would develop from here.
"The order cuts will affect production volumes for some, but not all, suppliers in October due to differing production lead times, and it is not immediately clear whether Apple will make further adjustments from November onward."
Another source suggested that Apple changing the release schedule for the entire iPhone 18 range might've had a knock-on effect, as many wait for the standard model or the next iPhone Air: "We do find the demand in terms of volume from August for the second half of this year is not as strong as previous years when all the new models are introduced all together.
"This year, the standard iPhone 18, which could provide a boost to volumes, will not require components until toward the end of the year, for launch in early next year 2027."
Before you start worrying about Apple, the fact that models have become at least 10% more expensive should offset a potential revenue hit. Apple’s supply chain is also prepared to make adjustments on the fly to cope with market conditions.
Could iPhone 18 Pro sales affect the iPhone Duo?
Even if we aren't getting a 'normal' iPhone 18 in 2026, Apple has another major release on the horizon. After years of waiting, the folding iPhone Duo is finally making its way onto shelves. The world's first folding iPhone promises to take the company in a new direction, but coming seven years after the Samsung Galaxy Fold, customers are expecting something special.
Apple has spent its time tinkering with Liquid Metal technology to supposedly make the crease less visible than rivals, although there's still a general skepticism about whether customers will be willing to spend $1,999 on a folding iPhone.
We previously reported how the iPhone Duo was facing production issues of its own, with Apple's high bar for inspection potentially affecting how many folding iPhones are making it off the line in time for launch.
The iPhone Duo is potentially aiming to release between six and eight million iPhone Duos in 2026, which is some way down from a standard Pro or Pro Max shipping between 20 and 30 million units per cycle.
Apple stock has taken a 1.6% dip in premarket trading early on October 9, with news that it's cutting back production on the iPhone 18 Pro and Pro Max clearly being enough to unsettle some.
Still, with a bumper year of product releases, we're sure Apple will bounce back.