Analyst report showed that the pre-orders of the iPhone 15 series have increased significantly compared to last year’s pre-orders of the iPhone 14 series. Investment bank Wedbush said pre-orders for the iPhone 15 series are up about 10-12% this year compared to the same period last year.
While only Apple knows the actual sales figures, analysts and market intelligence firms use various methods to estimate them. One common method involves recruiting consumers and paying them a small fee to allow the company to scan their purchase receipts. Wedbush is doing just that, and their analysis shows that pre-orders for the iPhone 15 series are up at least 10% from the same period last year. And, the high-end models perform better.
The company said pre-orders are mostly for the iPhone 15 Pro/Pro Max, with the Pro Max performing particularly strongly in the U.S., China, India and parts of Europe. This is a clear positive for Apple, as average selling price (ASP) will be a major driver for Apple in this iPhone 15 cycle. The company expects ASPs to be around $925, about $100 higher than the past 12-15 months as the proportion of Pro models increases.
Unit sales are important, of course, but average selling prices also have a big impact on Apple’s profits. Even if sales are the same, the more people who buy higher-end models, the more money Apple makes. The current shipment/delivery time of the iPhone 15 Pro/Pro Max has been postponed to late October to early November. iPhone 15 Pro Max looks to be the most eye-catching product in this cycle.
Wedbush said orders in India looked particularly strong as the emerging economy’s middle class continued to grow and China also performed well. Wedbush believes that Apple’s market share in China will maintain steady growth during the iPhone 15 cycle.
Analyst Daniel Ives said that as the iPhone upgrade cycle has been extended to four years, as many as 250 million iPhone users around the world are in the window period suitable to buy the new iPhone 15.
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