Has Apple miscalculated? iPhone 18 Pro is selling slowly
Apple is said to have scaled back production for its current generation of smartphones. Possibly due to increased prices and low innovation, demand for the iPhone 18 Pro (Max) is likely to fall short of original expectations.
iPhone production probably throttled
At the beginning of September, Apple presented its new iPhones. But the slow pre-orders in the following days indicated that buyer interest was rather muted. Now the company is said to have instructed suppliers to shut down production of components for the iPhone 18 Pro and the larger iPhone 18 Pro Max.
The current flagship smartphone actually seems to be selling worse than hoped. For October, component orders are likely to have been cut by at least 15 percent compared to the original plans. The reason for buyers’ reluctance could be partly the increased prices. The Pro models cost 150 euros more compared to the previous generation. The iPhone 18 Pro starts at 1,449 euros, while the iPhone 18 Pro Max costs at least 1,600 euros. Lack of innovation could also play a role.
As Nikkei Asia reports, an executive-level source estimates the decline in orders for both premium models in October at 15 to 20 percent. However, the weaker sales figures could also be due to a changed publishing strategy. The standard model of the iPhone 18 and a possible iPhone Air 2 are not expected to come onto the market until spring 2027. As a result, the usual volume boost from the base model may not be available at market launch this year. According to analysts at UBS, waiting times for delivery of the iPhone 18 Pro are falling in over 30 markets. In view of a stable supply, they see this as an increasingly worrying signal.
Smartphone market under pressure
Weak demand is also a concern for Apple’s first foldable smartphone. The iPhone Duo is scheduled to launch in 70 countries and regions starting October 23rd. With a starting price of 2,300 euros for the smallest version with 256 gigabytes of storage space, the device could suffer a similar fate as the Pro models. But it’s not just Apple that’s struggling. The entire industry is under pressure.
According to market researchers at IDC, global smartphone shipments are expected to fall by almost 17 percent in 2026. However, average sales prices are likely to rise by almost 28 percent due to the increased material costs. Competitor Samsung recently increased the prices for its current generation of smartphones across the board. It would be quite possible that Apple will follow suit with the iPhone 18 series at a later date.
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