While preparing for the launch of the iPhone 14 series, Apple thought it would have to increase production to 6 million units. However, demand did not rise to expected levels, so Cupertino told its suppliers to cancel plans to build more units, according to insiders cited by Bloomberg.
This means that the production target is returning to where it was this summer: 90 million units. Note that this applies to the entire iPhone 14 family, but it is now clear that the four models are not the same in terms of popularity.
The iPhone 14 Pro and specifically the 14 Pro Max are resonating with fans, the iPhone 14 and iPhone 14 Plus (which has yet to be on sale) are less popular than last year’s vanilla models. At least one Apple supplier is rebalancing its production to focus more on the Pro duo, according to insiders.
Part of the problem is that China, a very important market for Apple, is in economic crisis (local smartphone brands also suffer). This led to an 11% reduction in purchases in the first three days of iPhone 14 availability compared to the iPhone 13 family a year ago.
Global demand is also falling, due to rising inflation and economic uncertainty. However, part of the blame for the lower-than-expected demand is also with the iPhones 14 and 14 Plus themselves – the gap between them and their Pro counterparts is greater than it has been in recent years, the upgrade over their predecessors is not. so great.
Start a new Thread