Apple iPhone 18 Pro production reportedly cut in higher prices, lower sales shocker
Apple has reportedly cut the orders for iPhone 18 components amid ‘soft demand’ for the latest generation smartphones only released last month.
Nikkei Asia reports (via Yahoo Finance) that Apple has cut orders by up to 20% for this month following lower than expected sales thus far. The iPhone 18 Pro range is not the biggest update ever and the yet-to-be-released iPhone Duo is unquestionably the more exciting launch of this product cycle, but the once-a-year updates usually generate some great buzz out of the gate.
The mainline iPhone Pro models have altered that much over the last few years, but what has changed is the starting prices. Apple has raised the cost of both the iPhone 18 Pro and the iPhone 18 Pro Max this year, to help account for the cost of components like RAM and storage.
The lowest price for an iPhone 18 Pro is now $1,199/£1,119. That’s up $100/£100 on last year’s iPhone 18 Pro prices. It’s $200/£200 more than the starting price for the iPhone 16 Pro, which had the 128GB of storage options cut from the last two generations.
Given the increase in other gadgets, streaming services, groceries, energy, and an AI-related employment crisis, it’s not really a surprise that people aren’t rushing towards a new iPhone they’d like but don’t actually need right now.
Tech companies raking in tens of billions in profits per quarter must come to realise that there is a limit to our love for the devices they make. Pushing up the prices so as not to eat into their own limitless wealth has limits.
Apple stock is down around 1% at the time of writing.
