October 11, 2026
Apple intends to reduce orders for components of the iPhone 18 Pro and iPhone 18 Pro Max phones by about 15% during the month of October, against the backdrop of demand levels that fell below expectations, according to a report by the Japanese newspaper Tikai.
This step comes less than a month after the launch of the new devices, as Apple seeks to adjust production plans to suit actual market demand and avoid manufacturing units that exceed consumer needs. According to current sales indicators, this decline does not reflect a crisis in the series or a trend to cancel any of the models, but rather represents a process of resetting production.
On the other hand, the “Tikay” newspaper report contradicts other data issued by the “RD Observation” Foundation, which confirmed that the “iPhone 18 Pro” phones are achieving strong performance in the Chinese market in particular. According to the report, the demand for new phones in China has exceeded the levels of those in the “iPhone 17” series, with some stores recording revenues equivalent to double the sales of 2025 models.
These differing reports may reflect a discrepancy in the performance of phones between global markets, as strong sales are likely to be recorded in China, compared to weaker demand in other markets. In the absence of official detailed data published by Apple about the sales of each version, determining the exact reasons for the decline remains difficult.
It is likely that the decrease in demand is related to the shift of consumer interest towards the foldable iPhone, which features a new design that constitutes a radical shift in traditional Apple phones, which prompted some of those wishing to buy the iPhone 18 Pro to reconsider their decisions and wait for the new version.
Despite this, reports indicated low rates of successful production of the “iPhone Duo” phone within factories, which may limit the quantities available when initial reservation orders begin and make it difficult to acquire it at launch.
