Apple is set to release its next-generation iPhone 15 series in September this year, including the iPhone 15, iPhone 15 Plus, iPhone 15 Pro and iPhone 15 Pro Max (Ultra), which have already entered the mass production stage.
Before the official announcement of Apple’s launch, Jeff Pu, an analyst at Haitong International Securities, said that due to supply constraints, the production forecast for the new iPhone will be lowered from 83 million to 77 million, while analysts at Japan’s Mizuho Bank adjusted the production forecast for the iPhone 15 from 84 million to 73 million.
This week there are also analysts claiming that Apple will delay the launch shipments of the iPhone 15 Pro Max until October, with other models expected to go on sale from September 22nd.
Apple analyst Ming-Chi Kuo has now released his latest report. He says the market is already concerned about lower iPhone 15 shipments, especially with the delayed iPhone 15 Pro Max shipments, but in fact the iPhone 15 Pro Max will start shipping in large numbers this week, and Apple will also increase shipments of older models at the same time.
Kuo mentioned that Apple’s 2024 shipment target for the latest iPhone is 250 million units, while he believes a reasonable 2024 shipment estimate could reach 5-10% year-over-year.
Samsung’s smartphone shipments have reportedly been cut to 220 million units this year, and if Apple maintains its 2H24 order quantity unchanged, iPhone shipments are expected to reach 220-225 million units in 2023, when it will overtake Samsung to become the largest smartphone brand, an outcome that will have a long-term positive impact on Apple’s ecosystem.
