iPhone 18 Pro sales fall short of Apple’s expectations
According to supply chain sources, Apple has reduced component orders for the iPhone 18 Pro and 18 Pro Max by 15-20%. The reason may be that sales of the new flagships have fallen below the company’s expectations.
Reasons for the decline in demand
Experts cite the increase in device costs as one of the main reasons for the decline in demand. Due to a sharp rise in RAM chip prices, triggered by the AI boom and the expansion of data center infrastructure, Apple raised the starting prices for Pro models by $100. Currently, the base iPhone 18 Pro in the US starts at $1199, and the iPhone 18 Pro Max starts at $1299. Buyers were not prepared to pay extra for relatively minor smartphone updates against the backdrop of rising prices.
The situation is further complicated by the fact that Apple changed its usual release schedule this year. In September, the company released only the Pro models and the foldable iPhone Duo, while delaying the launch of the more affordable base iPhone 18 and the thin iPhone Air until the spring of next year. The absence of a standard model deprived Apple of its usual mass influx of buyers at the start of sales.
What this means for Apple
For Apple itself, the situation is not critical. By increasing the prices of new products by at least 10%, the company maintains high revenue from each device sold, even with lower sales volumes. In addition, the manufacturer can adjust production volumes quite quickly depending on demand.
The situation is more difficult for competitors. According to IDC forecasts, the global smartphone market is expected to see a record drop in shipments of nearly 17% in 2026, against the backdrop of a 27% increase in the average price of devices. Manufacturers that are more dependent on the affordable and mid-range price segments, including Xiaomi, Oppo, and Vivo, may suffer more, while Apple and Samsung are capable of strengthening their positions.
The next major test for Apple will be the launch of the foldable iPhone Duo for $1999, which goes on sale on October 23. Suppliers are already predicting a similarly weak start for it, so one of the key questions remains the actual demand for Apple’s foldable smartphone at that price.
