Less than a week after the release of iPhone 14 Plus, another report on unexpected sales declines in iPhone 14 and iPhone 14 Plus, indicating that Apple may actively reduce device inventory and component orders as soon as this month. DigiTimes' paid report says sales of iPhone 14 and iPhone 14 Plus were greatly overshadowed by the "warm" reactions of iPhone 14 Pro and iPhone 14 Pro Max.
source told DigiTimes that although there are differences in sales performance of Pro and non-Pro iPhone models this year, the total shipment of iPhone 14 models may be similar to that of the iPhone 13 lineup in the second half of 2021.
If sales of iPhone 14 and iPhone 14 Plus "stay smooth" in the short term, Apple is said to have cut orders for parts to make these devices in the second half of October. If Apple cuts orders more aggressively than expected, the total shipments of the iPhone 14 series may even decline by the iPhone 13 series in the same time period last year.
research shows that Apple expects to make about 90 million new iPhones overall in the second half of 2022, but this number may drop to 80 million due to "sluggish demand". The information of
confirms the views of multiple other reports, indicating that the iPhone 14 and iPhone 14 Plus did not meet Apple's sales expectations. Shortly after its launch, Apple analyst Kuo Mingchi said that the demand for these two devices was "unremarkable", and the pre-order results were worse than the third-generation iPhone SE and iPhone 13 mini. He even claimed that "Apple's product segmentation strategy for standard models failed this year", and it is believed that Apple has put on hold plans to increase production of the two devices. Display analyst Ross-Yang said that iPhone 14 panel orders fell 38% compared to the same period last year, while iPhone 14 and iPhone 14 Plus fell twice as much as last year’s iPhone 13 mini and iPhone 13 in the resale market.
On the other hand, it is said that demand for iPhone 14 Pro and iPhone 14 Pro Max is still high. Apple is believed to have moved production from non-Pro models to producing more iPhone 14 Pro and iPhone 14 Pro Max models, as can be seen from the increase in component shipments.
