TF Securities analyst Ming-Chi Kuo released a first report on pre-orders of Apple’s latest generation of iPhones. Demand for the iPhone 14 Pro Max surpassed that for the 13 Pro Max last year, so it was rated “good, the iPhone 14 Pro got a neutral rating (aka the same question as the 13 Pro). two other models got a “bad rating.”
Ultimately it appears to be a wash for Apple in terms of total numbers, but this shift towards higher-end models will lead to a higher average selling price (ASP). Overall, iPhone 14 and iPhone 14 Plus account for 45% of iPhone 14 series shipments.
Interestingly, according to Kuo’s data, demand for the new Plus model is weaker than even the iPhone 13 mini saw last year – you know, the mini that got killed due to weak demand. (The Plus is also faring worse than this year’s iPhone SE, apparently).
Should weak demand for the two vanilla models hold up, Apple is expected to cut shipping targets for them in the coming weeks. Whether the target for the two Pro models increases will depend on how long the pre-order influx lasts for them.
Note that this data is estimated based on wait times for new iPhone 14 models in several major markets – six weeks for Pro Max, five for Pro, with the other two to be available on launch day. A few weeks ago Kuo released a similar report based on offline pre-orders in China. There the two Pro models made up 85% of pre-orders, the Plus less than 5%.
The iPhone 14 series has not yet been put on sale correctly: it is now accepting pre-orders, the first sales are expected to start on Friday (September 16). The Plus goes on sale later (next month), but so far things are not going well for the iPhone 14 Plus.
As for the Pros, Kuo writes: “Without a doubt, the pre-order result for the Pro models once again demonstrates that Apple still has numerous loyal and loyal customers amidst the deteriorating economy, but that doesn’t mean Apple will increase orders for Pro models at once.”
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