Electronic Voice Network reported (text/Li Wanwan) on September 28th, according to people familiar with the matter, due to the expected surge in demand, Apple has informed suppliers to withdraw their plan to increase the assembly volume of the iPhone 14 series by 6 million units in the second half of this year.
On September 16, three models of Apple's iPhone 14 series have been officially launched on Apple Store and e-commerce platforms. However, judging from the data a few days after the start of sales, the overall sales of the iPhone 14 series are not ideal.
Why Apple's latest iPhone 14 series cannot be sold
From the current situation, the three models that Apple has started to sell are iPhone 14, iPhone 14 Pro, and iPhone 14 Pro Max. In addition, iPhone 14 Plus will be released on October 7.
According to market data, Apple's iPhone 14 series sold 987,000 units in the first three days, 11% lower than the sales of similar products of the iPhone 13 series in the same period last year. In fact, the iPhone 14 Pro and iPhone 14 Pro Max are still quite popular among users, but the pre-sales of iPhone 14 and iPhone 14 Plus are relatively bleak.
Some e-commerce market monitoring data shows that among the 7-day pre-sale sales of the iPhone 14 series on Tmall platform, the pre-sale volume of the iPhone 14 standard series decreased by 70% year-on-year, and the pre-sale volume of the iPhone 14 Pro series increased by 56% year-on-year. The dismal sales of the iPhone 14 standard series have dragged down the overall sales of the iPhone 14 series this year.
iPhone Pro version and Pro Max version have always been the high-end and highest-end in the series. In addition to the latest A16 chip, 120 Hz refresh rate, and rear triple cameras, this year's iPhone 14 Pro series has also launched a new Lingdong Island function, combining software and hardware to pop up music, event scores, FaceTime calls and other messages in a conspicuous way, which will bring users a new experience, so it has been more popular with users since its launch.
Previously, it was reported that Apple has asked Hon Hai to switch the production line of the iPhone 14 to the iPhone 14 Pro due to strong demand from consumers for the iPhone 14 Pro models, which will help improve Apple's product portfolio in the fourth quarter of 2022. Industry insiders expect strong demand for iPhone14 Pro to continue until November. However, the bad situation of iPhone14 and iPhone14 Plus still affects the sales of the entire iPhone 14 series. The sales of
iPhone 14 and 14 Plus are bleak, mainly because they have not had obvious upgrades compared to the previous generation of iPhone 13. Electronic enthusiasts have previously reported that Apple's iPhone 14 and 14 Plus are equipped with 6.1-inch and 6.7-inch screens respectively, and are basically the same as the iPhone 13. The processor even uses the previous generation A15.
Of course, iPhone 13, iPhone 14 and 14 Plus have some improvements in some aspects, such as improvements in the imaging system; for example, it is equipped with a car accident detection function, which can monitor severe car impacts and automatically make emergency calls when users lose consciousness or cannot touch the iPhone; and it also has a satellite communication function.
Overall, the iPhone 14 improves by slightest compared to the iPhone 13. Moreover, judging from the reactions of some consumers, the iPhone 14 series has poor sales. In addition to not having much improvement in performance, the price is also set to be too high. According to previous press conference information, the price of 128GB, 256GB and 512GB of the Chinese version of iPhone 14 is RMB 5999, RMB 6899 and RMB 8699 respectively; the price of 128GB, 256GB and 512GB of iPhone 14 Plus is RMB 6999, RMB 7899 and RMB 9699 respectively. This is just like when XR first appeared before. Once the price is reduced, the sales situation may be different.
Which supply chain companies' revenue will be affected
If Apple increases production capacity, it means that the revenue of upstream supply chain companies will also increase accordingly. Now Apple withdraws its 6 million iPhone 14 series mobile phones to increase production, and the revenue that these companies could have increased will be gone.So what are the suppliers of Apple’s iPhone 14 series mobile phones? The assembly and OEM of the
iPhone 14 series is mainly Foxconn and Luxshare Precision . It is said that Foxconn took some 60%-70% of the orders; the panel manufacturers are mainly Samsung and BOE ; the battery manufacturers are mainly provided by Xinpu Technology , Desai , and Xinwangda ; the rear lens module of the iPhone 14 Pro is supplied by Daliguang; the image sensor and rear lidar module are mainly provided by Sony .
In addition, a US version of iPhone 14 Pro Max was disassembled from iFixit. You can basically know which manufacturers of various electronic components of the iPhone 14 series are supplied by. Apple itself can supply some device types, such as some power management chips , audio codecs, voice processors, etc. Of course, the most important one is the A16 processor, which is manufactured by TSMC.
From the disassembly, this American version of iPhone 14 Pro Max's power management chip mainly uses Renesas Electronics and STMicroelectronics products; display power chips, flash drivers, and array drivers are supplied by Texas Instruments ; wireless power receivers and front-end modules are provided by Broadcom ; display port multiplexers are supplied by NXP; DC-DC converters are used by ON Semiconductor and Texas Instruments; flash memory is supplied by SanDisk , and EEPROM comes from ST.
Previously reported that Apple iPhone 14 has an flash memory chip that uses Yangtze River Storage . According to the Chinese version of iPhone 14, which was disassembled by "calculus", the Qaixia product used by flash memory. In the above-mentioned disassembly of the iFixit US version of iPhone 14 Pro Max, no flash memory chips of Yangtze River Storage are seen. However, judging from the disassembly video of the Chinese version of iPhone 14 Pro Max released by a domestic blogger, the disassembly version uses a flash memory chip supplied by Yangtze Memory.
In addition, this year, Apple's latest iPhone 14 series has introduced two-way satellite communication function, which is also particularly eye-catching. The satellite communication function of the iPhone 14 series is due to Qualcomm Snapdragon X65 baseband chip and Apple's self-developed RF RF antenna. Qualcomm Snapdragon X65 baseband chip adds a new 2.4 GHz n53 band feature to support satellites from satellite communications company Globalstar.
summary
You can see that Apple withdraws the increased production capacity of the iPhone 14 series this time, because of the two models, iPhone 14 and 14 Plus. Compared with the iPhone 13, the overall performance improvement is not obvious, and the price is still expensive, so users do not buy it, resulting in the overall sales of the iPhone 14 Pro and iPhone 14 Pro Max, which is not good.
In addition, it is also necessary to consider that the current overall consumer electronics market environment is sluggish, and consumers' desire to buy phones in recent years has not been strong, which may affect the sales of new phones. Judging from the current production volume Apple plans is roughly the same as last year, but judging from the current situation, it may also be adjusted according to sales in the future, so supply chain companies also need to respond.
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