A woman in India walks under an iPhone 14 advertisement in Chennai
Photo: IDREES MOHAMMED / EPA
The surge in demand for the new iPhone series that Apple was hoping for has apparently failed to materialize, which is why the company does not want to increase production of the new smartphones, according to a report.
The Cupertino-based tech giant has informed its suppliers that it will not increase production speeds by up to six million units in the second half of the year, Bloomberg news agency reported, citing people familiar with the matter.
Apple declined to comment.
Instead, the group plans with 90 million copies of the product line around the iPhone 14 and thus as many as in the same period last year, the report said.
This would see Apple return to its original forecast from this summer.
In the meantime, the company had raised the sales forecast.
The iPhone is by far the group's most important product and accounts for a large part of the business.
The Christmas quarter with fresh iPhone models is traditionally the strongest of the year for Apple.
Currently, customers are said to be more interested in the higher-priced iPhone 14 Pro.
In at least one case, a supplier switched production capacities from the cheaper entry-level models to the premium device for this reason.
This year, the company presented four models from the series: the iPhone 14, the slightly larger iPhone 14 Plus and the two premium models iPhone 14 Pro and iPhone 14 Max. The more compact mini model, which Apple still has in its 12 and 13 had been discontinued due to lack of demand.