Sales of the iPhone 16 series for the first week of pre-orders are estimated at approximately 37 million units, which is about 12.7% less than the first week of sales of the iPhone 15 series. The key factor is lower than expected demand for the iPhone 16 Pro series.
However, the significant increase in pre-order shipments of the iPhone 16 Pro Max is due to Apple's optimistic forecasts for demand for this model.
One of the key factors behind the lower-than-expected demand for the iPhone 16 Pro series is that the main advantage of the iPhone 16 Pro - Apple Intelligence - was not available at the launch of sales at the same time as the iPhone 16. In addition, intense competition in the Chinese market continues to affect demand for iPhones.
Although sales of the iPhone 16 Plus and the standard version in the first weekend increased compared to the same period last year, their impact on total iPhone shipments is insignificant.
Despite the decline in pre-orders for the iPhone 16 Pro compared to the same period last year, the supply chain's production plans are unlikely to change significantly in the near term. Apple still has opportunities to improve sales through the release of Apple Intelligence and promotions during peak seasons.
The addition of a tetraprism camera to the 16 Pro model and the retention of previous-generation iPhone 16 prices did not have a significant impact on sales in the first weekend of pre-orders.
The insider suggests that next year Apple will implement more aggressive product strategies for the iPhone to stimulate market demand.