- With overall gloomy market sentiment and Huawei’s comeback in full swing with Mate 60 Pro and likely China ban, overall iPhone sales may fall by 5 per cent to hover between 220 to 225m units.
- The Pro Max likely to get higher by $100 while iPhone 15, iPhone 15 Plus and iPhone 15 Pro to get a stable pricing.
Apple’s iPhone 15 Pro series, armed with smoother production cycles and the device’s exclusive periscope lens, is poised to be a consumer magnet and potentially propel the Pro series to constitute over 60 per cent of Apple’s new device production.
However, with overall gloomy market sentiment and Huawei’s comeback in full swing with Mate 60 Pro and with China has ordering central government agencies not to bring iPhones into the office or use them for work, iPhone sales for the year may take a hit, expected to hover between 220 to 225 million units for a five per cent year-on-year decline.
TrendForce predicts a production figure of approximately 80 million units for the iPhone 15 series. This represents a six per cent year-on-year growth, bouncing back from last year’s Foxconn-related production hiccups.
Bernstein analyst Toni Sacconaghi said that it would be a larger threat to Apple if the bans sent a signal that everyday citizens should instead use electronics made by Chinese companies.
Cautious pricing strategy
“Perhaps more importantly, restricted use of iPhones among government employees could negatively impact sales among consumers (related family members; general populace) and could be part of a broader move by the Chinese government to promote usage of domestic technology,” Sacconaghi said.
In light of the global economic downturn, Apple is contemplating a cautious pricing strategy to preserve its sales volumes.
While the iPhone 15 and iPhone 15 Plus boast 48MP main cameras, they’ll inherit the A16 processor from the iPhone 14 Pro series, with no other significant upgrades. Hence, their starting prices are projected to be aggressively competitive.
The iPhone 15 Pro may sport several enhancements that inflate costs, yet these are anticipated to be offset by cost reductions in other components.
Overall, TrendForce predicts a stable pricing landscape for the iPhone 15, iPhone 15 Plus, and iPhone 15 Pro, largely mirroring last year’s figures.
The Pro Max, however, is a different story. Equipped with an exclusive high-cost periscope lens, it’s expected to command a premium—likely a bump of up to $100—to reflect its increased production costs.
Joins USB Type-C bandwagon
Should this price adjustment materialise, it would mark the first such move since the era of the iPhone X.
In regard to specifications for the iPhone 15 series, several noteworthy hardware upgrades have been made. Compliance with EU regulations has led Apple to jump on the USB Type-C bandwagon this year.
The iPhone 15 and iPhone 15 Plus will come with significant camera upgrades, sporting a 48MP main sensor to align with the Pro series.
Furthermore, they will also be featuring Apple’s Dynamic Island. On the other hand, the Pro series promises cutting-edge processor upgrades, increased Dram capacity, and introduces a titanium-aluminum alloy frame.
The Pro Max also intends to elevate mobile photography to the next level with its exclusive periscope lens.
Advances in technology, while exciting, can also ratchet up the intricacies of mass production. Reports of component snags and assembly issues have surfaced as production of the new iPhone models revs up in the third quarter.
The iPhone 15 and iPhone 15 Plus, in particular, have been grappling with lower-than-expected yield rates for their new 48MP cameras. Meanwhile, the Pro series is confronting challenges with panel and titanium alloy frame assembly.
However, evidence suggests that the Pro series is likely to overcome its obstacles more swiftly than its non-Pro counterparts.