Apple has reduced its orders of components for the latest iPhones for October by at least 15%, Reuters reported Friday, citing a paywalled article by Nikkei Asia.

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The cuts include components for Apple’s newly launched iPhone 18 Pro and iPhone 18 Pro Max, according to the report.

Apple has grown more cautious on shipments as consumer demand has been dampened by price increases driven by the cost of memory chips, the report said.

The starting prices of the new flagship models of Apple’s smartphones are $100 higher than the comparable iPhone 17 models, per the report.

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Global market research firm Counterpoint said in a Thursday (Oct. 8) press release that smartphone buyers around the world are aware of price increases and are waiting for deals.

Among consumers who plan to buy a smartphone within the next six months, 63% have noticed an increase in the prices of the devices, according to the release.

In addition, 50% of these respondents plan to wait for festive or holiday sales before buying a smartphone. In the United States, 54% of consumers said they plan to make their purchase around Black Friday, per the release.

Consumers are delaying their purchases and waiting for sales because of the rising prices of smartphones, Counterpoint Research Director Tarun Pathak said in the release.

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