On the smartphone market, Apple often displays a health to rival its competitors. But the Cupertino company is seeing its iPhone 14 sales drop seriously, and concern is starting to rise in high places. The Apple Insider site, which is based on figures from the analysis firm Counterpoint, reports a further decline of 10.6% in January compared to the year 2022.
A disappointing result for the Californian, who has seen this trend increase for almost a year. Apart from a good month of September, synonymous with the launch of new smartphones for Apple, the whole of 2022 was marked by a significant drop in sales. The holiday season didn’t turn the tide, as global iPhone sales fell 18% in December from a year ago. A less pronounced decline on the American market (-4%), and that positive figures in China (+6%) help to temper. But overall, the accounts are not good, even if Apple seems to be slowly raising the bar.
A difficult context
It should be noted that these poor results are due to many factors. Like every other manufacturer, Apple struggled to source semiconductors, which caused a series of disruptions on the production line. The galloping inflation of recent months has not helped matters, since it has changed the priorities of some consumers. Finally, and despite their intrinsic qualities, the iPhone 14, 14 Plus, 14 Pro and 14 Pro Max did not introduce major innovations capable of generating above-average enthusiasm.
Apple, however, does not intend to sit idly by. The end of the shortage has been accompanied by an intensive resumption of production, and the brand could put in place interesting offers to recreate the craze. The firm is also preparing to launch new products, such as its augmented reality headset, which could bring its entire ecosystem back to light. Also remember that the latest rumors about the iPhone 15 suggest significant changes in terms of design, but also standards, with USB-C compatibility. Ideal to restart the machine a little.