2 min readOct 9, 2026 06:45 PM ISTApple's iPhone 18 Pro and iPhone 18 Pro Max models. Rising memory chip costs and higher device prices are reportedly weighing on demand. (Express Image/Apple)Apple has told some suppliers to cut production of components for its newly launched iPhone 18 Pro and iPhone 18 Pro Max, as soaring memory chip costs and price increases have dampened consumer demand, Nikkei Asia reported on Friday.The iPhone maker has turned more conservative on shipments since early September, with component orders for October being slashed by at least 15% compared with what was originally requested, Nikkei reported, citing multiple people familiar with the matter.Reuters could not immediately verify the report. Apple did not immediately respond to a Reuters request for comment outside regular business hours.Tech companies have been scooping up advanced chip-making capacity and memory chips to power AI data centers, sparking shortages and price increases that are expected to shrink both the personal computer and smartphone markets this year.Also Read | iPhone 18 Pro Max review: Apple finally lets the Pro be a toolApple raised iPad and MacBook prices in June, saying it could no longer shield customers from soaring memory and storage chip costs driven by the AI industry’s data center buildout.Demand for devices has been softer from late August into October, but that could be related to Apple changing its launch schedule for iPhone models, Nikkei reported.Apple last month unveiled the latest generation of its flagship smartphone, with iPhone 18 Pro and the 18 Pro Max handsets, alongside its foldable phone Duo.The iPhone 18 Pro and Pro Max start at $1,199 and $1,299, up $100 from the starting prices of the iPhone 17 Pro and Pro Max.Story continues below this adAs more AI features are added to iPhones and other products, Apple’s demand for high-performance memory has increased, elevating the strategic role of suppliers amid a global shortage. Tags:Apple IncAdvertisementLoading Recommendations...AdvertisementLive BlogIndia vs West Indies Live Score, 2nd T20I: Toss at 6:30 PM; Iyer’s IND eye 2-0 lead over Hope’s WI in Ranchi31 minutes agoIndia News Live Updates, 9 October 2026: Government afraid of Gen Z, says Abhijeet Dipke ahead of Delhi protest34 minutes agoNandigram, Rejinagar By-Election Result 2026 LIVE: BJP wins both seats in Bengal34 minutes agoMadurantakam, Dharapuram By-Election Result 2026 LIVE | ‘Betrayal has secured interim victory’: MK Stalin reacts to TVK bypoll wins34 minutes agoNagaon By-Election Result 2026 LIVE Updates: BJP far ahead in Assam; AIUDF, Congress trail1 hour agoAdvertisement