Apple posts 20pc revenue boost to $62.9bn for Q4

The iPhone XR may not be selling as well as Apple hoped.                  Ian Knighton  CNET

At its iPhone launch event in September, Apple introduced the lower-cost iPhone XR, made of aluminum, along with two other models, the XS and XS Max.

"Combined with the continued strong momentum we're seeing among its iPhone 8 and 8 Plus, these sales have contributed to a 5.0 percentage point increase in OS share for Apple in the USA - the biggest gain seen worldwide this quarter. iPhone 8 was the top selling model in the United States over the quarter, with a 9.4% share of the handset market, and with iPhone XR launching outside this period we'd expect Apple share to tick up further towards the end of the year".

Apple Inc's Asian supplier and assembler stocks fell on Tuesday on a media report that the iPhone maker had told its smartphone assemblers to halt plans for additional production lines dedicated to its new iPhone XR.

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Both Foxconn and Pegatron are used by Apple to assemble its smartphones, alongside Wistron.

The Nikkei, citing supply chain sources, said Apple had also asked smaller iPhone assembler Wistron Corp to stand by for rush orders, but that the company will receive no planned orders for the iPhone XR this season. This means that Foxconn might only produce some more 100,000 units daily to reflect the new demand outlook. With more customers choosing less expensive and older iPhones, Apple will have trouble raising the average selling price (ASP) of the device lineup, in keeping with its new strategy, which I call "Apple Jacks". "The utilization for the XR production is not reaching its maximum capacity now", another source said.

While Apple had great expectations for the iPhone XR, it's now ordering more iPhone 8 and 8 Plus models from its partners. The math makes sense, as they are up to 20% cheaper than the iPhone XR's starting price of $749. Apple has ordered 5 million more iPhone 8 and 8 Plus units this quarter, bringing the total to 25 million. "The moves to add orders for year-old iPhone models while suspending extra production for the latest product illustrates Apple's lack of innovation and inability to energize consumers with such a pricing strategy".

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