iPhone display orders decline 39% year-over-year

A display shipment report from Apple's supply chain shows iPhone 14 display orders decreased sharply when compared to the iPhone 13 in the same timeframe.

The iPhone 14 release cycle has seen a lot of turbulence thanks to initial supply issues and waning demand into 2023. Despite that, the more expensive pro models are driving sales as customers seek to upgrade.

According to a report from Display Supply Chain Consultants, the iPhone 14 series has seen a 39% decline in display orders versus the iPhone 13 through April, year-over-year. Display orders were also down 23% from March to April for the iPhone 14 series.

The report attributes these declines to industry inventory corrections, macroeconomic headwinds, inflationary pressures, and softening demand. The demand outlook also remains weak since Apple guided the March quarter will remain similar to the December quarter.

Breaking down the supply chain report by model shows the iPhone 14 Pro and iPhone 14 Pro Max panel shipments are outperforming the iPhone 13 Pro models by 22% and 23%, respectively. This is due to the higher demand for those models thanks to the improved feature set.

One interesting pull from this data is the iPhone 13 mini versus iPhone 14 Plus. Display shipments for the newer plus model are up 59% by comparison, indicating more demand for that model versus the iPhone 13 mini.

Apple's iPhone 14 Series vs. iPhone 13 Series Procurement Over 11 Months. Source: DSCC

Outside of the macroeconomic conditions and supply chain issues, the first half of the year tends to show weaker demand for iPhones. Sales are usually boosted by Chinese New Year in the first quarter, and a new color released in the second quarter. However, the overall trend for that first half is downward.

Also, individual component shipment information, like what is provided by this report, only provides a snippet of detail. Component orders and product demand may be correlated but not always direct indicators of each other.

For example, if a single supplier sees fewer orders from Apple for a specific component, the supplier might see that as a decrease in demand. What may actually be the case is that Apple could have filled its inventory for that component.

However, it can be useful to gauge trends using supply chain data. Other sources have reported similar trends in iPhone sales and the high demand for pro models.

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13 Comments

iqatedo 21 Years · 1812 comments

About 1 year ago

I'm on an Xs Max. Considered the 14, however, the X is such a good phone. The battery still supports max performance and the camera is not too bad. I will very likely go for the 15. Is it possible many others are holding, waiting for the next model?

9secondkox2 8 Years · 3150 comments

Upgrade cycles are funny things.

I’m still using my iPhone 11 Pro Max.

I typically upgrade every 4 years or so. The only time I upgraded faster than that was iPhone 4 to iPhone 6. Got tired of holding it wrong.

Looking forward to iPhone 15.

jdw 18 Years · 1457 comments

Funny what drives people to upgrade. I am still on an iPhone 7. My wife has the prior model SE, and upgraded to that from an iPhone 6. And as much as I would like an iPhone 15 for a superior camera and more RAM (the lack of which I hate the most about the iPhone 7), most of the best feature will be reserved for the tablet sized models, which is a real travesty.

Some people don't want a larger sized phone, and certainly not most female iPhone lovers, and even many men here in Japan prefer a smaller phone too. And yet, if you ask most people if they could do more with a vastly better camera or some of the fancy features that will be exclusive to the largest sized phones, they would say yes.

So Apple's moves are in the best interest of Apple only, and not really in the best interest of consumers. A consumer oriented line would offer the same great feature set across a wide range of display sizes.

JFC_PA 7 Years · 947 comments

davidw 17 Years · 2119 comments

jdw said:

Funny what drives people to upgrade. I am still on an iPhone 7. My wife has the prior model SE, and upgraded to that from an iPhone 6. And as much as I would like an iPhone 15 for a superior camera and more RAM (the lack of which I hate the most about the iPhone 7), most of the best feature will be reserved for the tablet sized models, which is a real travesty.

Some people don't want a larger sized phone, and certainly not most female iPhone lovers, and even many men here in Japan prefer a smaller phone too. And yet, if you ask most people if they could do more with a vastly better camera or some of the fancy features that will be exclusive to the largest sized phones, they would say yes.

So Apple's moves are in the best interest of Apple only, and not really in the best interest of consumers. A consumer oriented line would offer the same great feature set across a wide range of display sizes.

Even with the "reality distortion field" in Apple DNA, Apple can not defy the laws of physics. More and/or better features, might require parts that needs more space, that iPhones with smaller displays don't have. A superior camera might require more room behind the lens and Apple is not going to try to decide on whether to make their iPhones with smaller displays thicker or the battery smaller, in order to put in the camera. Apple just assume leave it out and wait until technology can make that superior camera smaller. Or a brighter and sharper screen might require a bigger battery, that isn't possible to install on a small display iPhones, without making the iPhone thicker. Apple is going to have to wait for a more energy efficient version of the screen or new battery technology to increase mAh, without increasing size. Then there's pricing. Apple do not want to price their models of iPhones too close together. Apple don't want a dozen of different models of iPhones with each priced a little more that the other, based on each having slightly more or better features. (other than upgrades in RAM or HD.) The smaller size iPhones with its lower cost, might be the main reasons why they are popular. Change either one and Apple could end up losing more customers (for their iPhones with smaller displays) than they gain.

Ask the owners of the smaller iPhone if they want to have a better camera and of course they all would. But ask them if the want a better camera but at a higher price, with less battery life (or a little thicker.), then not all would want it.

This is like wishing a Ford Focus with a 12 gallon gas tank, came with a bigger gas tank and thinking it's a travesty that Ford only put a 22 gallon gas tank on their full size pick up trucks. Sometimes, it's not a case of Ford not thinking in the best interest of their customers.