14 DAY TRIAL // Apple’s new-generation iPhones are now available for pre-order, with the first units to start shipping on September 16 in the majority of countries.
The lineup comprises four different models, namely the standard 6.1-inch iPhone 14, the all-new iPhone 14 Plus with a 6.7-inch display, as well as the two Pro models whose screen size hasn’t changed from the previous generation.
While many believed the iPhone 14 Plus would be a hit, pretty much because it offers the benefits of a cheaper iPhone with a larger screen, it looks like few people are actually interested in getting one.
At least, this is what analyst Ming-Chi Kuo claims based on pre-order data from China, as the iPhone 14 Plus accounts for less than 5 percent of all pre-orders in the country.
Big bet on the Pro models
In other words, the Pro and the Pro Max are the stars of the show this year, and this isn’t necessarily surprising given the two models typically bring home the bacon.
“Latest offline pre-order survey for iPhone 14 series in China: the total order allocation for two 14 Pros is about 85%; 14 Plus has the lowest order allocation (less than 5%),” Kuo explains. “Pre-orders for Apple's high-end products have always been more popular in the early stage. This year's order allocation of Pro models is higher vs. previous years from this survey, reflecting Apple's product segmentation strategy change (only Pros receive major updates).”
At first glance, it looks like Apple’s strategy of bringing exclusive features to the Pro models is working, and Kuo says there’s a chance the company continues this approach on the next-generation iPhones.
“I believe Apple will create more differentiation between iPhone 15 Pros and iPhone 15 standard models to increase Pro shipment allocation and the new iPhone ASP. Taking a step further, Apple will also start creating differentiation between the iPhone 15 Pro Max and the iPhone 15 Pro. It's the best practice via a precise product segmentation strategy to generate more sales/profits in a mature market,” the analyst says.