Apple is being hurt by the current price hikes around the world, not to mention the declining demand for new smartphones every year. Apple analyst Jeff Pu said in an annual report that Cupertino will adjust production of Apple’s iPhone 15 and 15 Pro to 77 million units. This is a significant decrease based on a report from ITHome in June that indicated around 89 million units.
Apple has cut iPhone 15 production by 12 million units
In July, Apple had to cut production figures for the iPhone 15 series from 89 million to 83 million units. Apple analyst Jeff Pu reports on 9to5Mac that the number has now dropped for the second time.
While it was reported at the time that there were supply bottlenecks with Sony’s camera sensors, problems were cited as the reason for purchasing new displays for the “Apple iPhone 15 Pro” models with thin bezels and titanium case frames.
However, new revenue estimates on the part of Apple are another reason for the new product adjustment, the analyst in the investor report. Apple says the iPhone 15 Pro and 15 Pro Max will be more expensive than their predecessors, which will inevitably “suppress demand.”
Apple CEO Tim Cook recently admitted at an investor roundtable that iPhone sales for the third quarter of 2023 will drop from $40.67 billion to $39.67 billion. He said the main reason for this is the declining purchasing power of the US market. Other markets still seem to be showing growth or at least a slowdown.
According to current information from Bloomberg editor Mark Gurman, we will see the Apple iPhone 15 series unveiled on Tuesday, September 12, 2023 at Apple Park in California’s Silicon Valley.
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