Apple unlikely to hold spring event despite upcoming product launches

Max Wang, Taipei; Jack Wu, DIGITIMES Asia 0

Credit: AFP

In the past, Apple typically held its spring product launch event sometime between mid-March and early April. However, as we have entered early April, there has been no schedule or information related to the event.

According to retail channel sources, it's very likely that Apple won't be holding a launch event this year. Besides the new products, how Apple's overall performance will maintain positive growth in 2024 is another topic that has received attention.

It is speculated that the products Apple might unveil in spring 2024 will include an iPad equipped with an OLED display and the M3 chip. The MacBook Air series products are also equipped with the M3 chip, and the new Apple Pencil 3.

However, Apple recently made the 13-inch and 15-inch MacBook Air with the M3 chip available directly on its official website, with prices starting from US$1099 and US$1299 respectively, though no actual release date has been announced yet. The fact that Apple directly launched the new products on its websites is also why many suspected that there won't be a spring event this year.

In response to the new MacBook Air series' launch, many retail channels began pre-order registration events. Although Apple has not officially announced the sales date, sources revealed that it could start shipping as early as mid-April.

Regarding the new iPad series, retail sources have not received any related notifications so far. It is speculated that since Apple's WWDC event is scheduled from June 11th to 15th, 2024, the new iPad products could be announced during said event and hit the market in late June.

The public has many expectations for updates and new features in the iPad and the MacBook, pointing to the fact that Apple needs to adjust its iPad product line in 2024. Despite that, some sources also pointed out that based on Apple's performance in the fourth quarter of 2023, while revenue growth from iPhone and services supported Apple's performance for the quarter, it is undeniable that there was a slowdown in Mac's growth and a decline in revenue from iPads and peripherals.

The top five markets for iPhone sales are the US, China, Japan, the UK, and India. With high-growth opportunities in markets such as the US, Japan, and the UK diminishing, Apple needs to figure out a way to increase iPhone sales growth in markets like India and Africa to offset the potential sales slowdown in China; all the while stabilizing the growth momentum of service revenue.

Sources estimated that there are many factors affecting the iPhone's overall sales performance in the second half of the year. In addition to geopolitics and high inflation, whether the innovative features in the new iPhone can attract market interest, Apple's timeline and planning for AI smartphones, and whether older iPhone models will see significant price cuts are all things to be observed.