In 2022 Apple decided to change its iPhone lineup for the first time in years. Instead of offering a standard-sized phone and a mini version, it went in the opposite direction and made a bigger phone instead of a small version. Out went the mini, and in came a brand new model; the iPhone 14 Plus. It was Apple’s first non-pro Apple phone with a 6.7-inch display. Almost immediately after launch, there were signs it wasn’t selling well. Although other models required lengthy wait times when ordering, the iPhone 14 Plus was available for immediate shipping. Now a new report indicates demand is so low Apple recently halted orders for its displays from its partners.
News of the market rejection of Apple’s Plus model comes from a supply chain analyst named Ross Young. This analyst’s sources apparently allow for tracking of the number of displays Apple is ordering from its partners. This comes at a time in the phones’ lifecycle when Apple has enough sales data to adjust its orders based on future needs. Young created a chart showing all the orders Apple has made for its various models, highlighting their respective popularity. The chart was sent to his Twitter super followers and snagged by Appleinsider.
iPhone display orders over time by Ross Young (Image: AppleInsider)
The iPhone 14 Plus went on sale in October of last year. According to the chart, in the month immediately after, orders for its display shrank to a sliver of Apple’s total. By that time, the orders seem evenly distributed between the 14, 14 Pro, and 14 Pro Max. In December, the Plus model completely falls off the chart, which continues through January. It’s made a reappearance this month, but again, just a sliver. This indicates very poor sales for the 14 Plus, and also shows how dominant its Pro and Pro Max phones are as well.
It’s not the first time we’ve heard the iPhone 14 Plus was not selling well. However, it is the first time we’ve seen actual numbers to back it up. If we were to put on our analysts cap, we’d reckon the issue is its price. At $899, it’s just $100 less than the 14 Pro, and springing for the Pro is a no-brainer for us given the Pro’s improved camera system and lack of a notch.
Apple seems to have realized this as well, but instead of lowering the price of future Plus phones, it will likely add more features to its Pro models. That will help differentiate the two lines, but might also cause the Pro models’ price to increase. Apple plans to make the iPhone 15 Pro and Pro Max into even more premium than they are now, reportedly including such features as a titanium chassis and taptic buttons. The 15 Pro Max might also get a periscope camera lens for enhanced zoom.
We expect Apple to take another bite at the, um, fruit with the iPhone 15 launch in September. It seems to be allergic to making smaller phones now, so we expect only plus-sized models going forward. It already cancelled the Mini in favor of the Plus, and it’s supposedly ditching the next version of the also-small iPhone SE.
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