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Did Apple misjudge iPhone 6 demand?


iPhone 6 Plus
iPhone 6 Plus

Apple may have underestimated the demand for the iPhone 6 Plus handset and has now decided to ramp up production, according to reports on Tuesday.

DigiTimes reckons the firm failed to anticipate how popular the 5.5-inch model would be, and as a result was conservative with its initial stock orders.

Now the company has apparently told its suppliers to build more 6 Plus handsets in order to to boost stocks, meaning it’ll be building less iPhone 6 handsets in order to compensate.

Both devices are currently listed as sold out on the Apple website, with buyers facing weeks of waiting before being able to grab either phone.

Although there was an anticipation Apple would struggle to keep up with the demand for the larger handset, perhaps the company failed to anticipate just how much of a hit the larger device would be with consumers.

Many felt the iPhone 6 Plus would be more of a niche product in comparison to the 4.7-inch iPhone 6 device.

Given it’ll take a considerable amount of time to adjust these production schedules, it may be some time before stock levels are where consumers would like them to be in the run up to the holiday season.

Are you suffering from the iPhone 6 Plus stock blues? Are you preparing to move onto the rival Samsung Galaxy Note 4 instead? Let us know your thoughts below.

Read more: iPhone 6 vs iPhone 6 Plus: Which phone to buy

Via: SlashGear


October 8, 2014, 8:14 am

three theories:

1) they intentionally under-ordered to drive up demand like they have done with pretty much every iPhone launch so far

2) they were arrogant enough to believe their own hype that nobody wants a larger screened iPhone (*exactly* like how nobody wanted a smaller screened iPad) so didn't expect that they were wrong all along

3) smaller inventory means less write-off in the event of bend-gate ;-)

Gareth Burleigh

October 8, 2014, 9:04 am

Im still waiting on a 6 let alone a plus. Ordered on the 19th from O2 and got a text last night saying they still have no idea when I'll get one. Usually buy them direct from Apple and will definitely be doing it next time I need a phone. Shambles


October 8, 2014, 10:00 am

All interesting theory's.. Just some notes on your list..

No.1, A dangerous move, as this opens the door to the competitors, eg. the Note 4.
No.2. That's kind of what underestimating demand means..
No.3. Again, this is like No.1, Samsung would love Apple to be leaving doors open.

I have another theory too, basic Logistic / Production timing's. Shifting the amount of devices Apple do, is never going to be easy, or even possible to meet demand.


October 8, 2014, 10:15 am

I guess my intentional flippancy wasn't obvious enough! :-)

It has been widely mentioned for all previous iPhone launches that Apple intentionally limits supply on release (not just iPhone 6+) so it's not just about the Note 4 competition. Obviously this will always be speculation because Apple will never admit to this, but suppliers have been quoted in the past as saying words to this effect about Apple's orders...

My point with 2 was less underestimating demand, and more of an expectation of low sales from a strongly held corporate belief. Same thing overall, but very different approaches (like with glass half empty/full type thing). One is "we're not sure how many we'll sell so will go for conservative estimate just in case" the other is "we will not sell many of these because nobody wants a large screen iPhone so we won't make very many so when we don't sell them we will be proven right". One accidental, the other deliberate.

point 3 was less about leaving the door open to competitors and more about behind-the-scenes knowledge that there was a build problem, that they are in the process of redesigning the chassis to be stiffer, and so let out the early build to the market in smaller volume to assess the potential for the problem (see the car recall scene in Fight Club)


October 8, 2014, 10:34 am

>> I guess my intentional flippancy wasn't obvious enough! :-)

Indeed your seriousness seemed valid, and indeed your response here seems to validate it, so I'm confused are your serious or not. :)

But anyway it still holds true, it's a dangerous game Apple are playing, if indeed any of your theory's are correct.


October 8, 2014, 10:35 am

Bit of both, really! Theories posited in jest, but with vaguely reasonable justification for suggesting them!


October 8, 2014, 12:14 pm

Are you waiting for a new iPhone 6 or iPhone 6 Plus? Why don't you walk in the next store nearby and get one? Check the inventory of stores nearby with the iDeviceChecker website :)


October 8, 2014, 12:20 pm

fake hype


October 8, 2014, 8:34 pm

Just tried the iphone 6 plus - just too tall for my liking. However the iphone 6 is only the same size screen as my trusty S3. Need something in between those sizes.

Prem Desai

October 13, 2014, 7:51 am

I used to believe that Apple were manufacturing this demand or were just plain lazy to work out what the demand would be.

But now I'm not so sure. The amount of Apple devices on sale on ebay soon after any Apple product launch (including iPhone, iPad, etc) is staggering.

It seems that the profiteers are creating the demand by buying out almost anything Apple make in an attempt to make a quick buck.

I do hope they get stung.

Wouldn't it be just great if Apple either dropped the price or added some (minor - so as not to upset genuine buyers)) hardware updates within a few days of launch??

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