Apple's iPhone 15 Pro Max: Strong Demand Delays Deliveries to November

In an early indicator of robust demand, Apple has pushed the delivery dates for its new iPhone 15 Pro Max to November in several countries, including China, Japan, and the United States. This development comes as Apple initiated pre-orders for the highly anticipated device on Friday.

These delays are likely to quell concerns about the demand for Apple's flagship device, especially following a slump in iPhone sales during the June quarter, attributed to the global smartphone market's challenges.

In China, where competition from Huawei is fierce, the wait time for the Pro Max is four to five weeks. This extended wait period could help alleviate concerns about Apple's performance in its third-largest market, where Beijing's restrictions on iPhone use by government staff have posed challenges.

The wait is slightly shorter for the standard iPhone 15 Pro in China, with a two to three-week waiting period according to Apple's website. The company has promised delivery for the iPhone 15 on September 22, the official in-store release date.

In the United States, eager buyers will have to wait six to seven weeks for the Pro Max, the most expensive model in the iPhone 15 lineup, launched just last week. In Japan, the wait is five to six weeks for this model.

However, the wait times for the standard Pro model are considerably shorter, with a two to three-week waiting period for the 128-gigabyte version in both the U.S. and Japan.

Some industry analysts suggest that the longer waiting period for the Pro Max is partly due to initial supply constraints, particularly related to securing the thinner-bezel displays used in this model. Fortunately, these supply issues appear to have been resolved, according to Nabila Popal, research director at IDC's worldwide tracker group.

Popal notes, "We expect Apple to ramp up production in time for the holiday season, with shipments heavily skewed toward the Pro Max model. This should contribute to an increase in Apple's average selling price."

Strong demand for the iPhone 15 series, particularly the Pro models, is evident in China, where the high-end models sold out on Alibaba's Tmall marketplace within a minute of becoming available. On JD.com, another major sales channel in China, over 3.4 million reservations were made for the four iPhone 15 models ahead of the official pre-order launch.

Ivan Lam, senior analyst at Counterpoint, points out, "Since the decline of Huawei, the iPhone has attracted a substantial number of consumers in the $600+ segment. The new iPhone 15 series, especially the Pro models, will be a compelling option for existing iPhone 11 and 12 users looking for an upgrade." However, he acknowledges that Huawei's Mate 60 series poses a formidable challenge to Apple.

Huawei's recent launch of smartphones with advanced chips signals a potential comeback for the Chinese tech giant, which was once the world's leading smartphone manufacturer before facing challenges from U.S. export controls.

Recent reports suggest that strong sales have prompted Huawei to raise its second-half shipment target for the Mate 60 series by 20%. The company has also increased its overall new smartphone shipment forecast for 2023 to at least 40 million units. Huawei's unique approach to the Mate 60 launch, without pre-marketing or glitzy events, has piqued interest in its upcoming September 25th event, where the company is expected to reveal more about its new smartphone offerings.