DigiTimes综述：iPhone订单信号矛盾——18 Pro被砍15-20%、但19 Pro Max加单10-15%、折叠Duo加单30%，均为10月9-10日旧闻的二次整合

Conflicting signals have emerged regarding the production of Apple's newest iPhone models, particularly the iPhone 18 Pro Max. Media reports on the volume changes appear to reflect an entrenchment of the company's premium segment during a year of rising component costs and sliding smartphone sales across the sector.

Nikkei Asia reported that Apple cut production orders from some suppliers for parts of the iPhone 18 Pro and iPhone 18 Pro Max by 15% to 20% due to weaker-than-expected demand. The order cuts could affect some suppliers in October, but it remains unclear whether it will make more adjustments in November.
The softer demand may have to do with the iPhone's rising prices, but it may also relate to the staggered release of its line-up. The premium models were launched in the second half of this year, while the standard iPhone 18 and a new generation of the iPhone Air will be launched next spring. This could result in a splitting of demand between the two seasons.
However, Securities Times later cited Apple's supply chain players that order volumes for the iPhone 19 Pro Max have increased by 10% to 15%, while those for the iPhone 18 Pro have been cut by 10% to 15%, resulting in the total order volume for the iPhone 18 Pro series remaining unchanged but a shift towards higher value products.
It also noted that orders for the foldable iPhone Duo increased by 30%, although the total volume still does not exceed 10 million units. This model is Apple's most expensive ever, starting at US$1,999. These adjustments indicate a growing shift among customers favoring the premium end of the premium brand's product line-up.
Others note that sudden order changes could disrupt suppliers, as they are forced to reallocate materials and reschedule production. A source on Sina Finance noted that Apple supplier Luxshare has stockpiled raw material but has reduced its write-down provision rate. The author warned that this could cause profits to appear better than reality, with the risk simply being pushed back by a quarter.
Higher costs, lower sales
Smartphone makers have faced rising component prices this year, especially for memory, due to competition for supply with the booming AI industry. Counterpoint data shows that the iPhone 18 Pro Max's bill of materials (BOM) is nearly US$300 higher than the iPhone 17 Pro Max, primarily because DRAM and NAND memory components now cost more.
Across global smartphone sales, this has led to a 20% increase in retail prices so far this year, according to Counterpoint. At the same time, third-quarter shipments slumped 20%, the lowest third-quarter level since 2012.
Higher-end phone brands like Apple have weathered the downturn so far, and its market share reached 22% in the third quarter, likely due to its loyal customer base and premium market position.
Despite that, it saw a year-over-year shipment decline for the quarter. This, alongside the reported order adjustments for iPhone 18 Pro models, leads to questions about whether weak demand and rising prices may impact even Apple's higher-end customer segment.