iPhone 18 Pro Demand Drops, Apple Cuts Orders, Shares Fall

Apple announced a product launch on October 13, expected to focus on smart home products like a smart home hub, new Apple TV 4K, and a refreshed HomePod mini. Pre-orders for the iPhone Duo begin next week, with another potential launch later in October. Apple also addressed an iPhone 18 Pro Max issue with AT&T cellular service, requiring device replacements. Rumors suggest a lighter MacBook Pro with an OLED display and touch capabilities. Apple is partnering with LG for smart home accessories.

Apple has reportedly reduced production of iPhone 18 Pro and Pro Max components by 15-20% in October due to weaker demand, according to Nikkei Asia. The models, priced at $1,199 and $1,299, are $100 more expensive than their predecessors. Higher memory chip costs and a staggered launch schedule may be contributing factors. The impact on Apple's revenue remains uncertain.

A judge ruled that a lawsuit against Apple over its Photos app creating faceprints without consent can proceed. The case alleges violations of Illinois' Biometric Information Privacy Act, as Apple did not obtain written consent or publish a data retention policy. The judge denied Apple's motion for summary judgment, except for claims related to cropped photos. The case will now proceed to trial to determine if the faceprints are biometric data and if Apple controls them.

Apple reportedly asked suppliers to reduce component production for iPhone 18 Pro models by 15-20% in October, citing weaker demand and higher memory-chip costs. Apple shares fell 1.6-2.0% in premarket trading on October 9, 2026, according to reports.

Apple has reportedly reduced iPhone 18 Pro component orders by up to 20% due to lower-than-expected sales, according to Nikkei Asia. The price increase for the iPhone 18 Pro and Pro Max, up $100 from last year, may have contributed to the soft demand. Apple's stock is down around 1%.

Apple reportedly reduced component orders for the iPhone 18 Pro models by 15% to 20% due to lower-than-expected demand, according to Nikkei Asia. The cuts raise questions about consumer willingness to pay higher prices for premium models. Apple's strategy of charging more for flagship devices may face challenges as global smartphone shipments are forecast to decline. The company's first foldable phone, the iPhone Duo, launching at $1,999, will also test consumer demand for high-priced hardware.