Apple (NASDAQ: AAPL) shares fell 2.53% to $331.80 in early Friday trading, threatening to end a three-session winning streak after reports the company reduced October component orders for its iPhone 18 Pro models by at least 15% amid weaker consumer demand and higher prices.
According to Nikkei Asia, Apple instructed some suppliers to scale back component production for the newly launched iPhone 18 Pro and iPhone 18 Pro Max. The reported reductions come as higher handset prices dampen consumer demand for the premium devices, while rising memory-chip costs increase production expenses.
Reported iPhone 18 Pro Order Cuts Follow Weaker Demand
Apple has taken a more cautious approach to component shipments since early September, according to Nikkei Asia, citing multiple people familiar with the matter.
One supplier executive said October orders for the two premium models had declined by approximately 15% to 20% from initial plans. The reductions affect suppliers differently depending on their production schedules, and it remains unclear whether Apple will make further adjustments from November onward.
Nikkei linked the reported order reductions to weaker-than-expected consumer demand for the new premium iPhones, with higher retail prices dampening buyer interest. The softer demand follows Apple’s September launch of the two models at higher prices than their predecessors.
The iPhone 18 Pro starts at $1,199, while the iPhone 18 Pro Max starts at $1,299, representing a $100 increase for each model. These price increases come amid growing demand for memory chips from artificial intelligence data centers, which has tightened global supply and increased costs for consumer electronics manufacturers.
Apple’s revised product-launch schedule may also complicate comparisons with previous iPhone launches. Unlike previous years, when multiple flagship models arrived together, the company is splitting its iPhone 18 rollout, with the standard model expected in spring 2027. Nikkei identified the staggered schedule as another factor that could affect how current demand compares with earlier launch cycles.
The reported component reductions do not necessarily translate into an equivalent decline in finished iPhone sales or revenue. Supplier orders reflect production requirements, but they do not confirm actual consumer purchases. The extent of any decline in consumer demand therefore remains uncertain.
Apple has not publicly confirmed the reported reductions or announced corresponding changes to its sales outlook. Reuters said it could not independently verify Nikkei’s findings, while Apple did not immediately respond to its request for comment.
Meanwhile, Apple Tokenized Stock (AAPLon) was trading at $332.30, down 1.75% over the past 24 hours, according to CoinMarketCap. The tokenized instrument provides blockchain-based economic exposure to Apple shares but is distinct from the Nasdaq-listed stock, and its 24-hour performance is not directly comparable with Apple’s early Friday trading move.