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Apple drops as the company reportedly nixes plans to increase iPhone 14 production on lower demand

Sep 28, 2022, 22:16 IST
Business Insider
Apple introduced iPhone 14 in September.Reuters
  • Apple fell after Bloomberg reported the company ditched plans to increase iPhone 14 production this year because an anticipated demand surge hasn't taken shape.
  • Apple told suppliers to pull back from work on increasing the assembly of its latest iPhone series by as many as 6 million units in the second half of this year.
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Apple shares fell Wednesday after Bloomberg reported the company has shelved plans to increase production of its new iPhone 14 this year because an anticipated demand surge hasn't occurred.

Stock in the tech behemoth lost as much as 4.4% at $145.07 then pared the decline to 3.7%.

Apple has told suppliers to pull back from work on increasing the assembly of its latest iPhone series by as many as 6 million units in the second half of this year, the report said, citing sources who asked not to be named because the plans are not public.

The company will target production of 90 million handsets for the period, about the same level as the prior year and in line with Apple's original forecast this summer.

Some of Apple's suppliers had started preparing for a 7% boost in orders after the company raised its sales projections in the weeks leading up to the iPhone 14 release, the report said.

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US-listed shares of Apple chipmaker Taiwan Semiconductor Manufacturing fell 2.4%. The company's stock in Taipei trade lost 2.2%. Hon Hai Precision Industry, Apple's largest iPhone assembler, moved lower by 2.9% in Taipei.

"Our view is the headline of 'not increasing production' ... overshadows the underlying story for iPhone 14 Pro demand that is currently playing out in the field," Wedbush analysts Dan Ives and John Katsingris wrote in a note.

"iPhone Pro demand remains robust based on all data points we see across the US and China and is tilting towards a 85%-90% mix for iPhone 14 vs. ~65% with iPhone 13. This means much higher [average selling prices] and a clear tailwind for Apple into FY23 at this pace," the analysts said in reiterating their outperform rating and price target of $220.

Year-to-date, Apple stock had fallen by nearly 15% alongside a rout in large-cap technology stocks. The tech-rich Nasdaq Composite is in a bear market with a 30% slump.

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