Apple Supply Chain and Product Overview ｜ May 2023

June 30, 2023

Key Takeaways:

iPhone Sales and Production:

  • Thanks to better-than-expected performance in 51 labor holiday and early-bird 618 promotion within Mainland China, we revise up iPhone production forecast in 2Q23 from 33~38M to 37~42M. 
  • We reiterate our iPhone 15 series production forecast in Y2023 may be 85~90M but we have seen Apple may have pulled in the production plan in 3Q23.

MacBook sell-in Shipment in Y2023:

  • We revise down the Y2023 MacBook sell-in shipment to 17~21M units from our Feb’23 forecast of 18~22M units, reflecting the delay of M3 chip MacBook models and the weak demand in the end-market.

Apple Mini-LED and OLED Product Updates:

  • We check that 12.9” iPad Pro, launched in 4Q22, may be the last generation of Mini-LED iPad. Apple may transit to OLED iPad Pro from next generation in Y2024.
  • In the future, we believe that OLED penetration rate in iPad may increase more significantly than in MacBook since 1) Apple introduces OLED model in iPad Pro earlier than in MacBook Pro, and 2) compared to MacBook, Apple may target to penetrate OLED panels to non-Pro iPad at a faster pace.

The information we shared is only a short excerpt of our monthly report. If you have further interest in our research and findings, we would be happy to provide you with a more detailed and comprehensive report that includes additional insights and data points. Please contact us to access our full insights.

Authors

Eddie Han

Eddie Han, Sr. Analyst/Research Director at Isaiah Research, has been studying smartphone industry for 10+ years. Focus on smartphone and the related components supply chain research. Master in Social Enterprise, Fu Jen Catholic University, Taiwan. Currently as the Sr. Analyst/Research Manager of Smartphone Team at Isaiah Research and lead 3+ members to work on supply chain analysis from smartphone(Apple/Android), 5G, RF, camera, display to XR research with a solid methodology. Business development and customer management include top-tier smarphone brands and components vendors. Used to work as Sr. Industry Analyst/Section Manager for 10+ years at Market Intelligence and Consulting (MIC). Conduct 150+ smartphone industry reports on OEM/EMS/ODM shipment tracker, application processor, radio frequency, display and 5G communication related research.