Apple cuts orders for the iPhone 18 Pro and Pro Max a few weeks after launching them and its suppliers point to the price

Apple has just launched its most expensive iPhone of the year and in its entire history. A few weeks later, it has already started asking its suppliers to manufacture less. According to what comes from Taipei, the company has ordered some of them to reduce the production of components of the iPhone 18 Pro and of iPhone 18 Pro Maxpresented in September. Supply chain companies attribute the cut to a colder-than-expected consumer reception.

The reason they point out is the price. And the cost of memory chips has skyrocketed and has forced Apple to make these models more expensive, an increase that, according to sources, has cooled demand for these models. In practice, ordering fewer parts means fewer units to assemble. The most striking thing is that the adjustment reaches the factory before the product has even been in stores for a quarter.

A price increase that applies to all iPhones

The increase in the price of new models is not the only one we have seen in recent days. In fact, Apple took the opportunity to raise the price of the iPhone 16, iPhone 17, iPhone 17e and iPhone Air to up to 150 euros. Obviously, compared to their predecessors, the iPhone 18 Pro and Pro Max have also increased in price. It is, therefore, a widespread fact throughout the catalog that is seasoned with the iPhone Duo, which exceeds 2,000 euros for the first time in an Apple phone.

Beyond the data, the cut raises two problems. The first is that Apple has been with very weak renovationsin which every September a model arrives with small changes. This iPhone brings new features, such as the variable camera aperture, but honestly none that makes it worth the outlay.

The other factor, as the suppliers themselves point out, is the price. Actually, it is very related to the previous one. Yes, it is true that we are in a component crisis that affects the entire sector, so the blame is distributed among many actors. But Apple already started with high rates and the current ones are crazy. If the buyer pays more for a mobile phone that changes little compared to the previous one, it is normal for him to think twice.