Huo Xing Finance reports that on October 9, it was reported that a significant increase in memory chip costs has forced Apple to raise prices and dampen demand, leading Apple to request certain suppliers to reduce production of components for the newly released iPhone 18 Pro and iPhone 18 Pro Max. Journalists verified this with Apple’s supply chain companies; one supply chain source stated that after Apple issued new shipment guidance, orders for the iPhone 18 Pro decreased slightly, while orders for the iPhone 18 Pro Max increased, with overall order volumes remaining largely unchanged. Another supply chain source said the rumors were clearly one-sided, noting that due to strong demand for the iPhone 18 Pro Max, Apple shifted some iPhone 18 Pro orders to the iPhone 18 Pro Max, with no overall reduction in volume and a beneficial impact on the premium Pro Max supply chain. In September, Apple launched the iPhone 18 Pro series; due to product planning adjustments, the base model iPhone 18 was not released. The two models launched have starting prices of RMB 9,999 and RMB 10,999, respectively, representing an increase compared to the iPhone 17 Pro series. During the initial sale in mid-September, reporters observed at an Apple retail store in Shenzhen that buyback demand for the iPhone 18 Pro was weak, with some scalpers refusing to purchase it and even offering buyback prices below the official starting price. Currently, iPhone 18 Pro inventory is relatively abundant; store staff indicated that only the black variant of the 512GB model was in stock, while other storage variants were readily available. The iPhone 18 Pro Max is not yet available for in-store purchase.
Apple iPhone 18 Pro Series orders remain stable amid production adjustments.
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Summary
Apple has instructed certain suppliers to reduce component output for the iPhone 18 Pro and Pro Max due to rising storage chip costs. A supply chain source confirmed that Pro orders have declined, while Pro Max demand has increased, maintaining overall volume stability. Strong demand prompted Apple to reallocate some Pro orders to the Pro Max. The iPhone 18 Pro series, priced between CNY 9,999 and CNY 10,999, lacks a base model this year. Initial reseller demand was weak, but current inventory levels show limited stock of 512GB black Pro models, while the Pro Max remains out of stock. Volume analysis indicates no significant shift in consumer preferences. The risk-to-reward ratio for scalpers remains low amid inventory imbalances.
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