The world's two biggest phone makers are reportedly making fewer phones — because the memory inside them has become too expensive to build at the old pace.
October 11, 2026 — Apple has reportedly told some suppliers to cut iPhone 18 Pro component orders for October by at least 15 percent, according to Nikkei Asia, while Samsung is reportedly cutting fourth-quarter smartphone production by 20 to 30 percent, as surging memory chip prices squeeze margins and higher prices cool demand.
Image: A smartphone assembly line slowing beside tall stacks of memory chips, with generic unbranded phones on a conveyor belt. Credit: AI-generated illustration / Red Eye Eagle News, original illustration.
Editor's Highlight: Neither cut is confirmed by the companies, and Reuters said it could not immediately verify the Apple report. Together, though, the reports point to one pressure: memory now decides how many phones get built.
Table of Contents
- Key Facts
- Apple's Reported October Cut
- Samsung's Bigger Fourth-Quarter Squeeze
- Why Memory Got So Expensive
- What This Means for Buyers
- What to Watch Next
- Bottom Line
- FAQ
- Sources
Key Facts
| Detail | Information |
| Apple move | October iPhone 18 Pro component orders reportedly cut by at least 15% |
| Apple prices | iPhone 18 Pro starts at $1,199; Pro Max at $1,299 — each $100 above predecessors |
| Samsung move | Fourth-quarter supplier volumes reportedly cut by 20-30% |
| Samsung outlook | About 200 million phones for 2026, down from an earlier estimate near 270 million |
| Memory price signal | 12GB LPDDR5X RAM pricing reported up 175% |
| Confirmation status | Neither company has confirmed the reported cuts; Reuters could not immediately verify the Apple report |
| Main driver | Memory demand from AI data centres, according to reporting |
Apple's Reported October Cut
Nikkei Asia reported on Friday, October 9, that Apple had become more cautious about shipments since early September.
According to that report, component orders for October were cut by at least 15 percent from what Apple originally requested.
The models affected are the newly launched iPhone 18 Pro and iPhone 18 Pro Max, unveiled last month alongside Apple's foldable iPhone Duo.
Newsroom Focus: This is a supplier-order story, not a sales announcement. A cut in component orders does not automatically mean finished-phone sales fall by the same amount.
Reuters reported that it could not immediately verify Nikkei's account, and that Apple did not immediately respond to a request for comment.
Samsung's Bigger Fourth-Quarter Squeeze
Korea's Money Today, via GSMArena, reported that Samsung's Mobile Experience (MX) division has already asked suppliers to reduce production volumes by 20 to 30 percent.
That reduction applies to the fourth-quarter months, October through December.
| Detail | Information |
| Earlier 2026 estimate | About 270 million smartphones |
| Revised expectation | About 200 million smartphones |
| Q4 supplier cut | 20-30%, according to Money Today reporting |
| Seasonal factor | Q4 output is traditionally lower before January-February Galaxy S launches |
GSMArena noted that fourth-quarter production is normally lower anyway, ahead of January-February Galaxy S launches — but a cut this size is larger than a routine wind-down.
Why Memory Got So Expensive
Both reports trace the pressure to memory.
GSMArena highlighted a reported 175 percent increase in the price of 12GB LPDDR5X RAM as a key factor behind Samsung's decision.
Reuters linked the wider squeeze to technology companies buying advanced chip-making capacity and memory to power AI data centres.
That buying has sparked shortages and price rises expected to shrink both the PC and smartphone markets this year, according to Reuters.
Tech Analysis: Samsung faces the squeeze from both sides. Its semiconductor business can benefit when memory is scarce and valuable, while its phone division must pay more for that same memory in every handset it builds.
Apple felt the same pressure in June, raising iPad and MacBook prices and saying it could no longer shield customers from soaring memory and storage costs.
MacRumors noted the iPhone 18 Pro models carry 12GB of RAM, the same as last year's Pro models.
What This Means for Buyers
The iPhone 18 Pro starts at $1,199 and the Pro Max at $1,299 in the United States — each $100 more than the models they replace.
Nikkei also offered a second possible explanation for softer demand, reported by Reuters and MacRumors: launch timing.
Apple is changing its launch schedule. Instead of releasing the full flagship range at once, the regular iPhone 18 is expected in spring 2027, alongside the lower-cost iPhone 18e and the ultra-thin iPhone Air 2.
Demand measured from late August into October may therefore reflect launch timing as well as price, not price alone.
Practical Takeaway: If you are not in a hurry, waiting looks rational: prices reflect a memory spike, and the cheaper iPhone models are still months away.
What to Watch Next
- Whether Apple or Samsung confirms, denies or quantifies the reported cuts.
- Whether Apple's reduced October orders extend into November.
- Whether memory prices stabilise, or rise further into 2027.
- How the spring 2027 iPhone 18, 18e and Air 2 launches change demand.
- Whether other phone makers announce similar production cuts.
Bottom Line
The reported cuts at Apple and Samsung are two versions of one story: memory has become expensive enough to change production planning. Treat the percentages as reported, not confirmed — but the direction is consistent across independent reporting.
FAQ
Has Apple confirmed it is cutting iPhone 18 Pro production?
No. The cut was reported by Nikkei Asia, citing people familiar with the matter. Reuters said it could not immediately verify the report, and Apple did not immediately respond to a request for comment.
How large are the reported cuts?
Apple's October component orders were reportedly cut by at least 15 percent. Samsung reportedly asked suppliers to reduce fourth-quarter volumes by 20 to 30 percent.
Why are memory chips so expensive?
According to reporting, technology companies are buying large amounts of memory and chip capacity for AI data centres, tightening supply for phones and PCs and pushing prices up.
How much do the iPhone 18 Pro models cost?
The iPhone 18 Pro starts at $1,199 and the Pro Max at $1,299 — each $100 above the starting price of its predecessor.
Could launch timing, not just price, explain softer iPhone demand?
Yes, according to Nikkei reporting cited by Reuters and MacRumors. Apple is splitting its launch, with the regular iPhone 18 expected in spring 2027, which could shift when buyers upgrade.
Sources
- Reuters via WIXX — Apple cuts iPhone 18 Pro orders — https://wixx.com/2026/10/09/apple-cuts-iphone-18-pro-orders-due-to-soft-demand-nikkei-asia-reports/
- MacRumors — Apple reportedly cuts iPhone 18 Pro orders — https://www.macrumors.com/2026/10/09/apple-cuts-iphone-18-pro-orders-price-demand/
- SamMobile — Apple joins Samsung in production cuts — https://www.sammobile.com/news/apple-joins-samsung-in-production-cuts-will-make-fewer-iphone-18-units/
- GSMArena — Samsung cutting up to 30% of Q4 production — https://m.gsmarena.com/report_samsung_is_cutting_up_to_30_of_its_smartphone_production_in_q4_-amp-74955.php
- SammyFans — Samsung and Apple reducing production — https://www.sammyfans.com/2026/10/08/samsung-may-decide-the-future-of-apples-20th-anniversary-iphone/
- Forbes Breaking News via YouTube — video ID 5K2_NctB5Mk
- Hero image: AI-generated illustration / Red Eye Eagle News, original illustration.
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