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Higher memory chip costs and price increases have reportedly weighed on consumer demand, according to a report.
Apple’s latest iPhone 18 Pro and iPhone 18 Pro Max have been launched with a significant jump in pricing, making the newest iPhone upgrade a considerably bigger expense for consumers.
Apple has asked some of its suppliers to reduce production of components for its newly launched iPhone 18 Pro and iPhone 18 Pro Max, according to a report by Nikkei Asia on Friday. The reported move comes amid concerns over demand for the latest premium iPhone models. Higher memory chip costs and price increases have reportedly weighed on consumer demand, Nikkei Asia reported.
The production adjustment could signal a reassessment of supply requirements for the latest iPhone models, although the extent of the cuts and their potential impact on Apple’s sales remain unclear.
Apple launched the iPhone 18 Pro and iPhone 18 Pro Max on September 9, expanding its premium smartphone lineup. The latest report puts the spotlight on demand for the company’s high-end devices amid rising component costs and broader pricing pressures in the smartphone market.
Apple’s latest iPhone 18 Pro and iPhone 18 Pro Max have been launched with a significant jump in pricing, making the newest iPhone upgrade a considerably bigger expense for consumers. The iPhone 18 Pro is starting at Rs 1,64,900, while the iPhone 18 Pro Max is starting at Rs 1,79,900.
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Ask News18Apple requested some suppliers to reduce component production for the iPhone 18 Pro and iPhone 18 Pro Max due to concerns over soft consumer demand. Higher memory chip costs and overall price increases have negatively impacted consumer demand for these premium devices.
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October 09, 2026, 12:34 IST
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