The iPhone 14 Plus apparently didn’t have the best start to sales. So reported DigiTimesthat Apple has scaled back orders for the iPhone 14 Plus from supply chain partners after unexpectedly sluggish sales.
Production cut by 40 percent
According to the report, several supply chain manufacturers have confirmed that they have received notice from Apple to cut production of the iPhone 14 Plus by around 40 percent. Apple is suspected to be shifting production away from the non-Pro models to produce more iPhone 14 Pro and iPhone 14 Pro Max devices, confirmed by correspondingly increased component shipments for the Pro models.
Despite better iPhone 14 Plus sales in China compared to last year’s iPhone 13 mini, shipments in other markets have remained flat, prompting Apple to adjust shipment quotas for the various iPhone 14 models. DigiTimes sources indicated that total shipments of the iPhone 14 Plus for 2022 will likely be revised down to around 10 million units.
A look at the availability of the various iPhone models also suggests that demand for the standard iPhones is significantly lower compared to the Pro models. While the iPhone 14 and iPhone 14 Plus have always been available immediately for the most part, the iPhone 14 Pro and iPhone 14 Pro Max require significantly more patience. Depending on the model, memory and color, you still have to wait several weeks.
Stronger product segmentation on the iPhone 14
The Pro models have always been the most popular when a new iPhone lineup is launched. However, this year’s order distribution is said to have gone more towards Pro models than was the case in previous years, even before the start of sales, which further illustrates the success of the iPhone 14 Pro (Max). The analyst Ming-Chi Kuo reportedthat in pre-production, the Pro models accounted for 85 percent of Apple’s iPhone 14 orders in the supply chain.
Compared to the professional segment, the standard iPhone models have few innovations this year. Apple’s clearer strategy for product segmentation seems to have pushed customers towards one of the Pro models.
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