According to the latest rumors gathered by the Japanese economic media outlet Nikkei, Apple would have reduced its orders for iPhone 18 Pro/Max by -15%, compared with the same period last year for the iPhone 17 Pro/Max. A notable slowdown for the Cupertino firm.
A market that is already equipped
The reason is lower demand this year. A situation that is explained first by the record success of the 2025 models. Most consumers have therefore already upgraded their iPhone last year. In addition, the iPhone 18 Pro/Max ultimately offer only marginal new features compared with the 2025 versions, struggling to justify another trip to the till.
The specter of “RAMaggeddon”
Another factor is the higher price of these latest iPhones, a direct consequence of the current crisis affecting memory chips. In fact, analysts are already anticipating an overall shrinking of the market because of this “RAMaggeddon”. At the same time, those same analysts say that the foldable smartphone sector, still marginal, is set to grow strongly.
