Apple has reportedly raised iPhone 18 Pro Max orders by 10% to 15% while trimming iPhone 18 Pro orders by a similar margin, leaving total Pro orders flat.
Key Points:
- Apple reportedly cut iPhone 18 Pro orders by 10% to 15% and raised Pro Max orders by the same range, keeping the Pro total unchanged.
- Orders for the iPhone Duo foldable reportedly rose 30%, with 2026 supply still under 10 million units.
- Analyst Gene Munster says Pro Max wait times have held up while Pro lead times are now 31% shorter than last year's.
Apple iPhone Orders
A Chinese financial newspaper reported on Oct. 10 that Apple cut iPhone 18 Pro orders by 10% to 15% and lifted Pro Max orders by the same range, citing people in its supply chain. Combined orders for the Pro series did not change. The paper said Apple also raised orders for the iPhone Duo, its first foldable, by 30%, though total Duo supply for 2026 still stays below 10 million units.
A supply chain source told the paper that sales are tilting toward higher-value models, a shift that should lift results at Apple's suppliers.
The account conflicts with a report last week that Apple had cut October component orders for both Pro models by at least 15% because demand came in weaker than expected. Each phone costs $100 more than its predecessor, starting at $1,199 and $1,299.
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Gene Munster On Demand
Gene Munster, managing partner at Deepwater Asset Management, argued that delivery wait times already show a clear split between the two phones.
Pro lead times ran 15% longer than those of the iPhone 17 Pro at launch, but they are now 31% shorter. Pro Max wait times have held up far better.
Munster wrote that shoppers who would usually pick the standard iPhone 18, which won't ship until next spring, may be buying "a higher priced model" this fall instead. He still sees a solid start to the cycle.
The Duo complicates the picture. Munster guessed that roughly 20% of last year's early Pro Max buyers may be holding off for the foldable, which starts at $1,999 and opens for preorders on Oct. 16. He expects nearly 20 million Duo units in year one, double current estimates.
Apple shares slipped 1.6% in premarket trading on Oct. 9 after last week's report on component cuts, and they closed the session down 1.11% at $336.64. Executive chairman Tim Cook had warned in June that price increases across Apple's devices were unavoidable because memory chip costs had soared, despite efforts to shield customers.
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