Apple Nixes Plan to Boost iPhone 14 Series Production Due to Lower Demand

Apple is calling off plans to increase production of its latest iPhone 14 series after an anticipated surge in demand failed to materialize, Bloomberg reports, citing sources familiar with the matter.

Apple Store iPhone 14 Pro
Apple has reportedly told suppliers to rein in efforts to increase ‌iPhone 14‌ assembly by as much as 6 million units in the second half of the year. Apple had upgraded sales projections in the weeks leading up to the launch of ‌iPhone 14‌, but it appears that the actual demand was not as high as expected.

As a result, Apple will aim to produce 90 million handsets for the period, which is around the same amount it produced in 2021 and in line with Apple's original forecast this summer.

As we've been hearing in the last couple of weeks, demand for ‌iPhone 14‌ Pro models is stronger than the lower-priced iPhone 14, and Apple has reportedly told one supplier to shift its production capacity from the entry-level iPhones to premium models.

China's economic slump is also impacting Apple's sales, with purchases of ‌iPhone 14‌ models in the first three days of availability said to have been down 11 percent on last year's iPhone 13 series.

More widely, surging inflation, recession fears, and the war in Ukraine are all impacting global demand for consumer electronics, with the smartphone market expected to shrink by 6.5 percent this year to 1.27 billion units, according to figures quoted by Bloomberg from market tracker IDC.

Related Roundup: iPhone 14
Related Forum: iPhone

Top Rated Comments

FattiesGoneWild Avatar
20 months ago
Good! I hope the 14 utterly fails and completely bombs out. Total cash grab. The Pro was even grasping at straws to justify an upgrade. Only the hardcore nerds are buying them.
Score: 23 Votes (Like | Disagree)
laptech Avatar
20 months ago
As many people around the world, especially in Europe are finding out that it's a case of either purchasing the latest iphone or putting food on the table and having heating. The only companies who are not going to suffer are the energy companies.
Score: 22 Votes (Like | Disagree)
Kierkegaarden Avatar
20 months ago
Bloomberg puts out a “report” like this about every three months, just before earnings season. It is market manipulation, plain and simple.
Score: 15 Votes (Like | Disagree)
3401122 Avatar
20 months ago

Not sure why this myth gets perpetuated.

Apple didn’t raise prices in China, Japan, India, Canada or other major markets that mattered. EU price increases are due to currency devaluations as a result of poor political decisions from EU leaders. Not Apple’s fault.

The reality of the situation is EU currency is in the gutter. Convert Euros back to USD and price is the same.
When euro was stronger the prices didn’t get lower for Europe, and for USA did not increase.
Now this is again another way to put prices up and never look back at it.
I guess some general dissent is justified.
Score: 11 Votes (Like | Disagree)
steve09090 Avatar
20 months ago

Good! I hope the 14 utterly fails and completely bombs out. Total cash grab. The Pro was even grasping at straws to justify an upgrade. Only the hardcore nerds are buying them.
It literally says they will be selling what they forecasted they will sell. So that must be an awful lot of hardcore nerds! 90 million apparently ??

I shouldn’t be so annoyed at people who don’t read the article.
Score: 10 Votes (Like | Disagree)
Hrvoyay Avatar
20 months ago

Looks like Apple made the right move this year. Can you imagine if they went ahead with the rumored price increases for Pro models? Or if they decided to raise prices so they could put A16 in the entire iPhone 14 lineup?
Except they raised the prices in EU, or everywhere but US, and not just Pro models but also 14. So a phone that’s basically a renamed 13 now comes at a steeper price, while we all wait for heating (or not) Armageddon.

The 799$ model iPhone 14 is 950$ is EU, and that with dollar currently stronger than euro. It’s 999€ for the cheapest 14.
Score: 10 Votes (Like | Disagree)

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