Apple abandoned its production increase plan due to declining demand

People familiar with the matter said that Apple has abandoned plans to increase production of new iPhones this year because the expected surge in demand failed to materialize. Apple has told suppliers to withdraw plans to increase the assembly of the iPhone 14 series by 6 million units in the second half of this year, people familiar with the matter said. Apple's replacement plan is to produce 90 million units during this period, about the same level as the previous year and in line with Apple's original forecast for this summer. In addition, some sources said that the demand for the iPhone 14 Pro model is stronger than the demand for the base model.

Three models of Apple's iPhone 14 series were officially released on September 16 at the Apple Store and e-commerce platforms, including iPhone 14, iPhone 14 Pro, and iPhone 14 Pro Max. In addition, the iPhone 14 Plus will be released on October 7.

Earlier, Tianfeng International analyst Ming-Chi Kuo said that Apple had asked Hon Hai Foxconn to switch the production line of the iPhone 14 to the iPhone 14 Pro model, and said that after the production line switch, the shipments of the iPhone 14 Pro series accounted for the total shipments of the iPhone 14 60–65% in 2H22, with iPhone 14 Pro Max accounting for about 30–35% of overall iPhone 14 series shipments in 2H22.

According to a new report from investment bank Jefferies, Chinese consumers bought fewer iPhone 14s at the beginning of the launch than last year when the new models went on sale, and the world's largest smartphone market is experiencing "a year of decline" . Some analysts said that Apple's latest series of smartphones sold 987,000 units in the first three days, which was 11% lower than the sales of similar products in the iPhone 13 series in the same period last year.

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