As Apple began accepting pre-orders for its much-anticipated iPhone 15 Pro Max on Friday, eager consumers in several countries, including China, Japan, and the United States, were met with a somewhat unexpected challenge: extended wait times for their coveted devices. This early sign of robust demand is likely to alleviate concerns about the flagship device’s market performance, following a downturn in iPhone sales during the June quarter.
Longer Wait Times Reflect High Demand
In China, the wait period for the iPhone 15 Pro Max is estimated at four to five weeks. This news comes as a relief for Apple, which has been facing growing competition from Huawei and increased government restrictions on iPhone usage by government employees. Furthermore, the shorter two-to-three-week wait period for the standard iPhone 15 in China is expected to please customers, with deliveries set to begin on September 22, the official in-store release date.
In the United States, buyers will need to exhibit patience as well, with a six- to seven-week waiting period for the iPhone 15 Pro Max, the most expensive variant in the iPhone 15 lineup, which was unveiled just last week. Japanese customers will also have to endure a five- to six-week wait for the Pro Max model. However, the wait is considerably shorter for the standard iPhone 15 Pro, with a two-to-three-week delay for the 128-gigabyte version in both the U.S. and Japan.
Analysts attribute these prolonged waiting times to the initially limited supply of the iPhone 15 Pro Max. Apple encountered challenges in securing the necessary displays for this model, which boasts thinner bezels compared to its predecessors. Fortunately, these supply chain issues have now been resolved, as noted by Nabila Popal, research director for the worldwide tracker group at IDC. Popal expressed confidence that Apple would ramp up production in time for the holiday season, particularly focusing on the Pro Max model. This strategy is expected to boost Apple’s average selling price.
Exceptional Demand in China
Reports from Chinese local media outlets indicate exceptional demand for Apple’s high-end iPhone 15 Pro and Pro Max models. On Alibaba’s Tmall marketplace, both models sold out within a mere minute of becoming available for purchase. On JD.com, one of Apple’s major sales channels in China, over 3.4 million reservations were made for all four iPhone 15 models before orders officially opened on Friday evening.
Ivan Lam, a senior analyst at Counterpoint, noted that since the decline of Huawei, Apple has successfully attracted a substantial number of consumers in the more than $600 price segment. Lam believes that the new iPhone 15 series, particularly the Pro models, will be an appealing upgrade option for existing iPhone 11 and 12 users. However, he also acknowledges that Huawei’s Mate 60 series poses a formidable challenge to Apple, considering Huawei’s recent launch of a smartphone with an advanced chip.
Huawei’s Potential Comeback
Huawei, once the world’s leading smartphone manufacturer, has faced significant challenges due to U.S. export controls. Nonetheless, the company’s recent release of the Mate 60 series, coupled with better-than-expected sales, suggests a potential comeback. State media reports indicate that Huawei has raised its second-half shipment target for the Mate 60 series by 20% and has increased its overall new smartphone shipment forecast for 2023 to at least 40 million units.
Notably, Huawei’s approach to the Mate 60 launch differed from its previous practices. The company refrained from pre-marketing activities and extravagant launch events. However, Huawei is set to hold an event on September 25, where it is expected to provide further details about its new smartphone.
The extended wait times for the iPhone 15 Pro Max in some countries signify the strong demand for Apple’s latest flagship device. While competition from Huawei looms, Apple remains determined to meet the high expectations of consumers and capitalize on the holiday season. The smartphone market is poised for an exciting showdown between these tech giants in the coming months.