TAIPEI -- Apple has told some of its suppliers to cut production of components for its newly launched iPhone 18 Pro and iPhone 18 Pro Max, after soaring memory chip costs forced price increases that have dampened consumer demand.

Multiple people familiar with the matter told Nikkei Asia that the Silicon Valley-based tech giant has turned more conservative on shipments since early September, with two of them saying that component orders for this month have been slashed by at least 15% compared to what was originally requested, due to weaker-than-expected market demand.

"In October alone, we are seeing orders from Apple reducing by 15% to 20% for both the premium models; we don't know how things would develop from here," said one of the executive-level sources. The order cuts will affect production volumes for some, but not all, suppliers in October due to differing production lead times, and it is not immediately clear whether Apple will make further adjustments from November onward.

Another source with direct knowledge of the situation told Nikkei Asia that volume demand from late August into October has been softer than previous years, but that this could be related to Apple changing its launch schedule for iPhone models. Apple has prioritized its three premium models with launches this year, while saving for a spring release its standard model, which will be iPhone 18, along with the new generation of iPhone Air.

"We do find the demand in terms of volume from August for the second half of this year is not as strong as previous years when all the new models are introduced all together," a supply chain manager said. "This year, the standard iPhone 18, which could provide a boost to volumes, will not require components until toward the end of the year, for launch in early next year 2027." The decline in shipment volume would not immediately translate into lower revenue for Apple, as all models have become at least 10% more expensive than last year's. Apple's supply chain is also well-prepared and experienced in making agile production adjustments in response to the latest market conditions.

UBS analysts reported in a note this week that average waiting times for iPhone 18 Pro deliveries to customers in more than 30 markets were decreasing. "Declining wait times against a stable supply backdrop is an increasing concern in our view, particularly given the recent price increases that raised the risk of demand elasticity relative to prior launches," they said.

Apple unveiled its latest generation of flagship iPhones on Sept. 9, with iPhone 18 Pro starting at $1,199 and iPhone 18 Pro Max starting from $1,299. For both, it was an increase of $100 on last year's models and they first hit the shelves on Sept. 18. The starting price of its first foldable smartphone, iPhone Duo, is $1,999 for a basic 256-gigabyte model, and this will roll out in 70 countries and regions from Oct. 23.

"It's just too expensive for a smartphone," a third person with direct knowledge told Nikkei Asia. "In light of the demand for iPhone 18 Pro and Pro Max, we anticipate a similar fate for iPhone Duo soon after it becomes available," the person added.

The global smartphone market has been hit by an unprecedented shortage of memory chips and rising component and materials costs. The industry is forecast to see its largest-ever year-on-year decline in shipments in 2026, down 16.7%, with the downturn expected to extend into 2027, according to IDC. But the research firm reports that average selling prices are up 27.6% compared to last year, as handset makers raise prices to reflect a surging bill of materials.

Apple saw less of an impact in the first half of 2026, when many Android phone makers, including Xiaomi, Oppo and Vivo, were lowering shipment forecasts dramatically, amid cost hikes and component constraints.

Apple and Samsung, which have long focused on relatively premium models, are likely to see a gain in market share as smaller rivals targeting value-priced models are harder hit, according to research firm Counterpoint. Apple and Samsung should rise from less than 20% each in market share in 2025 to more than 22% each in 2026, Counterpoint analyst Yang Wang estimated.

Weak demand for iPhone 18 Pro and iPhone 18 Pro Max underscores that even a market leader such as Apple is not immune to the impact of significant component price hikes.

Apple's stringent quality standards have meant it has also been working hard with suppliers to improve the production yield for iPhone Duo, with its more complex folding screen, Nikkei Asia exclusively reported last month. Apple did not respond to a Nikkei Asia request for comment.