Apple is currently targeting the iPhone 15 Pro Max to be responsible for around 35-40% of all iPhone 15 shipments once the new iPhones are announced next month, according to recent information shared by reputable Apple analyst Ming-Chi Kuo.
According to Kuo, Apple could ship roughly 10-20% more iPhone 15 Pro Max units compared to the iPhone 14 Pro Max a year ago during the same period. The premium 6.7-inch iPhone model is thus looking to be the most popular iPhone this year, as Apple is said to be expecting strong demand based on the new periscope zoom lens which is strongly expected to be exclusive for the iPhone 15 Pro Max.
iPhone 15 Pro Max, the most expensive iPhone, accounts for 35–40% of iPhone 15 series shipments, the highest share. iPhone 15 Pro Max shipments in 2H24 also grew 10–20% YoY compared to iPhone 14 Pro Max in the same period. It means Apple is optimistic about the selling point of the periscope, which is only available in iPhone 15 Pro Max.
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Ming-Chi Kuo
Kuo outlines more industry expectations for the periscope lens, which is said to later expand to the smaller Pro iPhone with next year’s iPhone 16 Pro. As reported before, Largan will be the exclusive supplier for the new periscope camera on the iPhone 15 Pro Max and iPhone 16 Pro, with Largan seeing shipments of its periscope lens module growing by 70% in the second half of 2024. Revenue growth for the Chinese supplier will also grow substantially since periscope lens components are 3-4 times more expensive than conventional phone cameras.
Thanks to iPhone 16 Pro’s adoption of periscope camera, it is estimated that the shipment of iPhone periscope lenses will increase by 70% YoY in 2H24.
The unit price of the periscope is high, about 3–4 times or more than the general high-end 7P lens. Largan will benefit from Apple and Huawei’s active adoption strategy of the periscope.
Ming-Chi Kuo
iPhone 14 Pro Max 1H23 Shipments
In another research shared by Omdia, the iPhone 14 Pro Max is reported to have been the most popular smartphone model in the world with over 25 million units shipped in the first half of this year.
Apple reportedly shipped 26.5 million units of the iPhone 14 Pro Max between January and June of 2023. This is reported to be an increase of over 3.5 million units compared to the iPhone 13 Pro Max, which came in at 23 million units in the same period in 2022. Simultaneously, this actually represents a decline in the number of most units sold by a single iPhone model. Omdia goes on to explain that the iPhone 13 was the most selling iPhone of its generation during the first half of 2022, with 33.7 million units shipped.
Overall, these figures helped Apple to capture five positions out of the top ten best-selling smartphones in the world in 1H23. The four best-selling phones globally were all iPhones, namely the iPhone 14 Pro Max, iPhone 14 Pro, iPhone 14, and iPhone 13. The base iPhone 11 continues to sell well, ranking in tenth place with 6.9 million units shipped.
