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https://www.bloomberg.com/news/articles/2022-09-28/apple-ditches-iphone-production-increase-after-demand-falters

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Apple Ditches IPhone Production Increase After Demand Falters
2022-09-28 01:19:18.244 GMT

By Debby Wu and Takashi Mochizuki
(Bloomberg) -- Apple Inc. is backing off plans to increase
production of its new iPhones this year after an anticipated
surge in demand failed to materialize, according to people
familiar with the matter.
The Cupertino, California-based electronics maker has told
suppliers to pull back from efforts to increase assembly of the
iPhone 14 product family by as many as 6 million units in the
second half of this year, said the people, asking not to be
named as the plans are not public. Instead, the company will aim
to produce 90 million handsets for the period, roughly the same
level as the prior year and in line with Apple’s original
forecast this summer, the people said.
Demand for higher-priced iPhone 14 Pro models is stronger
than for the entry-level versions, according to some of the
people. In at least one case, an Apple supplier is shifting
production capacity from lower-priced iPhones to premium models,
they added.
Apple Sees Sustained iPhone Sales in 2022 as Market Slows
Apple had upgraded its sales projections in the weeks
leading up to the iPhone 14 release and some of its suppliers
had started making preparations for a 7% boost in orders. The
success of the company’s marquee device has implications for
wide swathes of the tech industry, with suppliers including
Taiwan Semiconductor Manufacturing Co. and Hon Hai Precision
Industry Co. depending on sales of iPhones and related devices
as key revenue drivers.
An Apple spokesperson declined to comment.
China, the world’s biggest smartphone market, is in an
economic slump that’s hit its domestic mobile device makers and
also affected the iPhone’s sales. Purchases of the iPhone 14
series over its first three days of availability in China were
11% down on its predecessor the previous year, according to a
Jefferies note on Monday.
Global demand for personal electronics has also been
suppressed by surging inflation, recession fears and disruption
from the war in Ukraine. The smartphone market is expected to
shrink by 6.5% this year to 1.27 billion units, according to
data from market tracker IDC.
“The supply constraints pulling down on the market since
last year have eased and the industry has shifted to a demand-
constrained market,” said Nabila Popal, research director at
IDC. “High inventory in channels and low demand with no signs of
immediate recovery has OEMs panicking and cutting their orders
drastically for 2022.”

Bloomberg.com

Apple Ditches iPhone Production Increase After Demand Falters

Apple Inc. is backing off plans to increase production of its new iPhones this year after an anticipated surge in demand failed to materialize, according to people familiar with the matter.

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