Apple Supply Chain and Product Overview ｜ February 2023
March 14, 2023
Key Takeaways:
iPhone Production and Trend Analysis (1H23)
- After Chinese New Year, we observed the sales momentum may not sustain on a long-term basis. Thus, we revised down the iPhone production shipment forecast to 52~57M in 1Q23.
- We believe the current iPhone’s retail price cut in February within Mainland China may also be one of the indications that the demand may be declining, and thus we hold a conservative view in 2Q23.
iPhone 15 Series Update
- Based on our checks, the iPhone 15 series may be named Ultra, Pro, Plus, and Basic. We believe Apple might create the new name “iPhone 15 Ultra” for two reasons.
- To distinguish it from the existing Pro Max product line.
- To shape a premium market positioning so that Apple may raise the retail price.
- Given that the strategy may polarize iPhone’s consumers, we expect the sales proportion of two high-end models may decrease from 60~65% in iPhone 14 series to 53~58% in iPhone 15 series.
iPhone 15 Series CCM Allocation
- Compared to iPhone 14 series, we expect Foxconn has gained more allocation in rear CCM, receiving more orders in ToF module in iPhone 15 high-end models and main camera module in iPhone 15 low-end models.
Apple MacBook Air Schedule and Shipments Update
- We expect that the 15.3” MacBook Air model may be released in 2H23. As to the launching of the 13.6” MacBook Air refresh version, it may be delayed to Y2024.
- We check that Apple’s preliminary MacBook panel preparation volume may slightly decline 3~5M units in Y2023.
Full insights delivered in Feb'23 Monthly Report.
The information we shared is only a short excerpt of our monthly report. If you have further interest in our research and findings, we would be happy to provide you with a more detailed and comprehensive report that includes additional insights and data points. Please contact us to access our full insights.
Authors
Eddie Han
Eddie Han, Sr. Analyst/Research Director at Isaiah Research, has been studying smartphone industry for 10+ years. Focus on smartphone and the related components supply chain research. Master in Social Enterprise, Fu Jen Catholic University, Taiwan. Currently as the Sr. Analyst/Research Manager of Smartphone Team at Isaiah Research and lead 3+ members to work on supply chain analysis from smartphone(Apple/Android), 5G, RF, camera, display to XR research with a solid methodology. Business development and customer management include top-tier smarphone brands and components vendors. Used to work as Sr. Industry Analyst/Section Manager for 10+ years at Market Intelligence and Consulting (MIC). Conduct 150+ smartphone industry reports on OEM/EMS/ODM shipment tracker, application processor, radio frequency, display and 5G communication related research.
