Key facts
- Apple has told some suppliers to cut production of iPhone 18 Pro and Pro Max components.
- Higher prices, due to increased memory chip costs and production constraints, are blamed for weaker consumer demand.
- The iPhone 18 Pro starts at $1,199, with the Pro Max reaching $2,499 for the 2TB model.
- GF Securities analyst Jeff Pu lowered his combined production forecast for the Pro and Pro Max to 72 million units.
- JPMorgan measured global delivery lead times of seven days for the Pro and 19 days for the Pro Max, both below last year.
Apple has instructed some of its suppliers to reduce the production of components for its newly released iPhone 18 Pro and iPhone 18 Pro Max. This move comes as higher prices, stemming from increased memory chip costs and production challenges, have led to softer consumer demand and less robust pre-order numbers than anticipated.
According to GF Securities analyst Jeff Pu, pre-order wait times for the iPhone 18 Pro have been "lukewarm." Pu has consequently lowered his combined production estimate for the Pro and Pro Max models to 72 million units, citing limited hardware upgrades and elevated prices, particularly for higher storage tiers. The iPhone 18 Pro starts at $1,199 for the 256 GB variant, while the iPhone 18 Pro Max can reach $2,499 for the 2 TB model. Pu also noted that constraints with the new variable aperture camera may be contributing to lower production numbers.
JPMorgan analysts observed that global delivery lead times for the iPhone 18 Pro averaged seven days and for the Pro Max averaged 19 days, both figures being shorter than those recorded for the iPhone 17 models a year prior. In the United States, the Pro models showed a decrease in delivery times compared to the previous year, though the Pro Max saw a slight increase in wait times. Some consumers may also be holding out for Apple's upcoming foldable iPhone Duo, which is set to open for pre-orders on October 16 with prices starting at $1,999.