Preorders for the iPhone 15 lineup have begun after Apple's latest launch event. Carriers and retailers have all noted higher-than-expected preorder volumes, the most popular being for the 256GB Pro and Pro Max models. With the launch of the iPhone 15 series, monthly smartphone sales are expected to return to pre-pandemic levels for the fourth quarter of this year, with shipments reaching 500,000 phones per month.
Service provider Taiwan Mobile saw all models of the iPhone 15 Pro Max sell out within 5 minutes after preorders began in their physical and online stores, with the total number reaching 70% above iPhone 14 preorder volumes, and 70% of customers purchasing Pro models.
Statistics from Yahoo Shopping in Taiwan showed 50% more preorders for iPhone 15 than iPhone 14, with the 256GB Pro and Pro Max models being the most popular. Blue titanium was the most popular color, accounting for roughly 40% of preorders.
In the words of Huang Li-Rong, president of local Apple reseller Data Express, iPhone 12 and iPhone 13 mainly attracted customers upgrading from 4G to 5G, as these were launched in the first two years of 5G coverage in Taiwan, and iPhone 14 saw lackluster sales. In contrast, premium chassis materials and improved cameras in the iPhone 15 lineup have driven preorder numbers to 60–70% above iPhone 14, of which a significant number is expected to be users upgrading from iPhone 11 and 12. Data Express will increase inventory by 20%, in anticipation of a 20–30% boost in sales.
Huang further points out that, of all preordering customers, 42% prefer the iPhone 15 Pro, while 39% prefer the Pro Max; another 11% and 8% prefer the base model iPhone 15 and the iPhone 15 Plus respectively. Of the Pro and Pro Max models, more than 50% of customers chose storage capacities greater than 256GB. Nearly 52% of iPhone users have an upgrade cycle of 2–3 years, while 18% upgrade annually.
The most attractive features of the base model iPhone 15 are the USB Type-C port, the upgraded 48 megapixel camera, and new available colors; for the Pro models, the most attractive features are the USB Type-C port, the titanium chassis, and the 5x optical zoom on the Pro Max.
Retailers point to longer upgrade cycles, high penetration rates, and high inflation as the reasons behind the market slump in the first half of the year. With preorders of the iPhone 15 series outpacing supply, shipment numbers in the fourth quarter will depend on whether Apple is able to satisfy market demand. Even so, with iPhone 15 driving the traditional consumer electronics season, smartphone sales are expected to rebound, benefiting upstream suppliers as well.
