Will iPhone 18 Pro price increase scare away Apple fans? Less than 1 month after launch, Apple reportedly cuts orders

Less than a month after the iPhone 18 Pro series was launched, there was news of order cancellation. (Photo/Reuters)

Apple’s new iPhone 18 Pro series this year has only been on the market for less than a month, and there is news of order cancellation! The latest news points out that due to the price increase of the new phone, some Apple fans are unable to buy it, and the overall market buying sentiment is not as good as expected. Apple has asked some suppliers to reduce component production of the iPhone 18 Pro series, and order volume in October will be reduced by at least 15%.

Japanese media "Nikkei Asia" quoted people familiar with the matter as saying that Apple has become more conservative in its shipment expectations for the new iPhone since early September, and further adjusted component orders in October. A senior supply chain executive revealed that in October alone, orders related to the iPhone 18 Pro series dropped by 15% to 20%, but it is still unclear how the situation will develop in the future.

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New phone prices increase, listing strategies change, buying momentum is tested

Price may be one of the key reasons for the order cancellation this time. Affected by rising memory costs, Apple has significantly increased the prices of the iPhone 18 Pro series this year. Taking Taiwan as an example, iPhone 18 Pro starts from 44,900 yuan, and iPhone 18 Pro Max starts from 49,900 yuan. If you want to buy the latest Pro flagship, you need to prepare at least more than 40,000 yuan in your wallet. For some Apple fans, if the old iPhone they have is still usable, they may not be in a hurry to pay for a new one.

On the other hand, the lack of the relatively affordable standard version of the iPhone 18 this year also makes the market demand for new phones not as strong as a one-time launch. In the past, Apple usually launched the standard version and Pro series at the same time in the fall. This year, it broke the convention and launched high-end models such as iPhone 18 Pro and iPhone 18 Pro Max first. The standard version of iPhone 18, iPhone Air 2 and iPhone 18e are expected to be postponed to the spring of 2027. However, supply chain people also pointed out that the change in listing strategy is not enough to fully explain the reason for the decline in buying sentiment.

Although there are reports of order cuts, it does not mean that Apple's revenue will definitely decline accordingly. Since the price of the iPhone 18 Pro series has been raised this year, even if sales volume decreases, the higher stand-alone selling price may still offset part of the impact. As for the actual sales of the new phone, we still need to wait for Apple to release its financial report later to further observe.

Memory costs have soared, and Samsung has also reported cutting production by 20% to 30%. (Photo/Reuters)

It won’t make any money even if it’s sold. Samsung is also rumored to be cutting production.

In fact, the cost pressure faced by the mobile phone market is not limited to Apple. Korean media "Money Today" reported that Samsung has also been hit by soaring memory costs. Even if it increases the price of mobile phones, its profit margins are still squeezed. Therefore, it is reported that it plans to significantly reduce production by 20% to 30% in the fourth quarter. Rather than continuing to produce but not make money, Samsung would rather reduce production first to avoid further dragging down overall profits.

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It’s hard to make money even if you sell it! Samsung’s increase in mobile phone prices is useless, rumor has it that it will cut production by 30% by the end of the year