Apple cuts iPhone 11 Pro Max orders as it increases iPhone 11 production

Apple cuts iPhone 11 Pro Max orders as it increases iPhone 11 production
Now that the iPhone 11 series has been on sale for one month and the initial hype has died down, Apple is reportedly adjusting the production orders for its latest phones to better accommodate demand.

The iPhone 11 is much more popular than the iPhone XR


The latest research note (via AppleInsider) by Jun Zhang of Rosenblatt Securities, who is known for providing a very pessimistic view of Apple’s business, claims the Cupertino-based company is on track to sell a combined 70 million iPhone 11 and iPhone 11 Pro units by the end of 2019 thanks in large part to the success of the $699 model. 

Since it first launched in late September, Apple is believed to have shipped 12 million units of the standard iPhone 11. This figure is around 15% higher than the first-month sales of its predecessor – Apple’s iPhone XR – which was released exactly one year ago and is the main reason production orders are now being adjusted to include an extra 1.6 million iPhone 11 units.

Zhang didn’t break down the iPhone 11’s performance by market but previous reports suggest the device is selling extremely well in China, where overall iPhone demand was reportedly up by 230% in September. The Californian brand has also experienced a sudden increase in market share globally thanks to the flagship’s popularity across Europe, Japan, and Australia.

Apple's iPhone 11 Pro series might be a sales disappointment


Numerous reports suggest the iPhone 11 Pro and iPhone 11 Pro Max are outperforming expectations in the US and around the globe but Jun Zhang has a noticeably more negative take on the situation. His latest research indicates the premium devices are actually a bit of a sales disappointment. To be specific, Zhang says sales of the iPhone 11 Pro series are currently down 15% when compared to sales of last year’s iPhone XS lineup. Because of this, Apple is reportedly planning a revision that’ll see iPhone 11 Pro Max orders decrease by around 2 million units. 

This means that, overall, Apple’s combined iPhone 11 series orders for 2019 remain largely unchanged. If there are any shortages in the future like the ones seen at launch, they’ll likely be down to production capacity issues rather than a lack of parts.

Negative growth is predicted for the first six months of 2020


As Apple moves into next year, Zhang believes the company is going to register a noticeably more pronounced sales drop than the one experienced in early 2019. This will reportedly lead to a year-on-year shipment decline that can be attributed to the age of Apple’s newest devices once the Christmas shopping season is over.

Although this year’s iPhone 11 Pro series launched at the same time as last year’s iPhone XS lineup, the cheaper iPhone 11 has already been available for an extra month. Apple, therefore, registered extra sales during September and will undoubtedly ship more devices throughout the fourth quarter which, in turn, means demand in the early months of next year will be weaker.

Rather curiously, Zhang also believes Apple is going to experience a year-on-year sales drop in the second quarter of 2020. Most other analysts predict the company will either register a similar level of shipments or experience a small level of growth due to the iPhone SE 2 but Zhang thinks the impact of the latter will be minimal. Renowned analyst Ming-Chi Kuo predicts Apple will produce up to 4.4 million iPhone SE 2 units per month but Zhang’s report mentions a production rate of just 3 million units per month, which is closer to the manufacturing levels of the original iPhone SE six months after launch.

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23 Comments

1. jellmoo

Posts: 2645; Member since: Oct 31, 2011

I mean, for those interested in the Apple ecosystem the Pro models *are* better. They're just really not $300 and $400 better. You can buy an iPhone 11 and a new iPad for less than the cost of an 11 Pro Max.

13. sgodsell

Posts: 7514; Member since: Mar 16, 2013

If sales are so good for the iPhone 11's, then why would Apple even bother with the up and coming iPhone SE 2? Why make an even lower prices iPhone SE 2, which will ultimately lower Apple's ASP of the iPhones?

15. tbreezy

Posts: 116; Member since: Aug 11, 2019

AFAIK SE 2 is meant to serve the compact market, with smaller dimensions

16. Well-Manicured-Man

Posts: 707; Member since: Jun 16, 2015

Not if it will be in a package of the iPhone 8. indent understand why Apple would do that anyway. iPhone 8 is cheap enough. Everybody that wants a cheap iPhone can buy iPhone 8.

18. mackan84

Posts: 609; Member since: Feb 13, 2014

Keyword for iPhone SE 2 is India.

24. ph00ny

Posts: 2065; Member since: May 26, 2011

how are they that much better? Wife got the 11 over 11 pro models for one reason only. She said she didn't need the telephoto

2. OneLove123

Posts: 1245; Member since: Aug 28, 2018

I guess, the Apple lovers are not as rich as they say they are.ahahaha

4. Dr.Phil

Posts: 2474; Member since: Feb 14, 2011

The same could be true of any smartphone buyer. I believe the majority of buyers would prefer a high end smartphone in the $500-$700 range. Unfortunately, manufacturers keep pushing $1000+ phones out. However, in this case, the real reason that the majority are flocking to the iPhone 11 instead of the Pro is that the differences are just not enough to spend an extra $300. Except for the additional telephoto camera and the XDR display, what main difference is there?

3. midan

Posts: 3097; Member since: Oct 09, 2017

Demand in South Korea is big too "130,000 iPhone 11s sold in South Korea on launch day It's a significant 30% jump compared to last year's sales. In 2018, it was estimated that 100,000 units of the iPhone XS, XS Max, and XR found new owners on day one."

5. Vancetastic

Posts: 1699; Member since: May 17, 2017

We will never really know...but I got the impression that the Pros were selling quite well.

6. User123456789

Posts: 1084; Member since: Feb 22, 2019

For the price of 11 Pro Max, it should have : - screen of xperia 1 - camera sensors as big as mate 30 pro - battery of ROG II - DAC of Axon 7 - sound quality of HTC 10 - decent design (at least for rear panel)

7. jellmoo

Posts: 2645; Member since: Oct 31, 2011

This is true for every device going for $1100 USD.

8. joey18

Posts: 673; Member since: Jul 20, 2010

iphone 11 series disappointing friends from apple retail store they say sales is not what they spected so why appl release this phones

10. iushnt

Posts: 3138; Member since: Feb 06, 2013

Just because one Apple Store has lower sales prove nothing. L

9. Jrod99

Posts: 776; Member since: Jan 15, 2016

My phone purchase like cars now. Gotta get plenty of mileage out of them. I’m skipping this years and probably next years also.

11. Vokilam

Posts: 1343; Member since: Mar 15, 2018

I’m holding on to my X for another year. It’s smooth, it’s got ios13, photos are still awesome. But I will be getting a new phone next year - whether is an iPhone or Samsung Note.

12. Wazupmrg

Posts: 196; Member since: Apr 10, 2017

Translation : no one is paying for an over priced pro version with last year's technology, and opting for cheaper devices.

17. Well-Manicured-Man

Posts: 707; Member since: Jun 16, 2015

What is last year technology in iPhone 11 Pro? Best in class Screen Best in class camera Best in class SoC Enough said.

21. Tizo101

Posts: 595; Member since: Jun 05, 2015

Best in class display? Best in class camera? Stop playing. SoC is best in class but it's still iOS

23. midan

Posts: 3097; Member since: Oct 09, 2017

Best in class display and yes best in class camera too

19. midan

Posts: 3097; Member since: Oct 09, 2017

”No-one” Tens of millions disagree

14. Bogdan88

Posts: 6; Member since: Jan 03, 2016

This is not good for those apple profits...

20. midan

Posts: 3097; Member since: Oct 09, 2017

” Cowen predicts record $90 billion holiday quarter for Apple” I think Apple will survive

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