With the performance that Apple achieves in many markets (smartphones, tablets, connected watches, etc.), the Californian giant can sometimes have eyes bigger than its stomach and that is understandable. The soon-to-be-released 14-inch and 16-inch MacBook Pros will be produced in a smaller quantity than Apple originally intended.
A last minute rectification before mass production
According to a recent report by analyst Ming-Chi Kuo, Apple has decided to lower its shipping forecast for future 14-inch and 16-inch MacBook Pro models that will normally be released in the first quarter of next year. Apple has reported to its suppliers that the forecast is down by just 20 to 30% compared to what had been announced at the beginning.
According to Kuo, the fact that Apple reduces orders is very rare, especially before the peak season of mass production of new products. He predicts that MacBook shipments will continue to weaken on a year-to-year basis until at least the first half of 2023.
This sudden drop in the forecast could be explained by a decrease in demand from consumers, Apple is aware that customers are making more watch their spending and the first purchases that are canceled or postponed are the most expensive electronics.
Kuo continues his report by providing more details on the forecasts which this time mentions all MacBooks, here too Apple seems to anticipate a drop in demand:
Total MacBook shipment forecast in 4Q22 is reduced by 15-20% due to further MacBook Pro order reduction, and MacBook shipments will decline 10-15% annually in 2022 (vs. market down 5 to 10% compared to the financial year).
Like any of its competitors, Apple must be vigilant Regarding the production of its devices, if production is higher than demand, inventories will fill up too quickly, forcing Apple and resellers to make promotions (and therefore sacrifice the profit margin) to sell stocks more easily.
According to Bloomberg, the new 14- and 16-inch MacBook Pros will most likely be unveiled at spring, before WWDC23. Apple is also expected to host a dedicated Mac event in October.
[Analysis] Apple在新14″與16″ MacBook Pro量產前砍單20-30%，為高階ABF與Mini-LED的潛在結構性風險 / Apple cuts shipment forecasts for new 14″ & 16″ MacBook Pro by 20-30 % before mass production, and it’s a structural risk to the high-end ABF & Mini-LED sectorshttps://t.co/NtT8cM9fcP
— 郭明錤 (Ming-Chi Kuo) (@mingchikuo) September 7, 2022