Apple’s experiment with the iPhone 14 Plus is paying off… somewhat. The first 6.7-inch non-Pro model is selling much better than the 5.4-inch iPhone 13 mini it replaced, according to a market analysis firm.
That said, the Plus reportedly has the weakest demand of any of the handsets Apple released in fall 2022.
iPhone 14 Plus: Bigger sells better
One of the most significant changes in the iPhone 14 series was the end of the mini and the addition of the Plus. Neither of the two iPhone mini iterations ever sold well, so Apple went to the opposite extreme and dropped its 5.4-inch model in favor of a 6.7-inch one.
The change is apparently paying off. A report released Tuesday by Display Supply Chain Consultants says that Apple is being shipped 59% more LCD panels for the Plus than it was for the mini this time last year. It’s an indirect method for judging demand, but it is nevertheless strong evidence that current sales for the larger model are outpacing those of the smaller one back in in 2022.
Buyers choose iPhone 14 Pro models instead
Clearly, Apple’s plan with the iPhone 14 Plus was to attract buyers who want a large display but don’t want to pay out the additional $200 for a 6.7-inch iPhone 14 Pro Max. But it turns out that group isn’t as large as the company thought.
That’s because people are buying the top-tier models at a far higher rate than before. DSCC reports that LCD panel shipments for the iPhone 14 Pro Max are up 23% over the 2021 equivalent. Shipments for the 6.1-inch Pro are up 22%.
That’s coming at the cost of the lower-priced models. Panel shipments for the 6.1-inch iPhone 14 are down 36%, according to DSCC.
“The cumulative share for iPhone 14 Pro models through April is expected to be 63% versus a 53% share for the iPhone 13 Pro models,” states the report from the display analysts.
Chart: DSCC
Counterpoint Research also noted that demand for Apple’s premium models is stronger than ever. And not just iPhones. 2022 marked the first year that total revenue from all top-tier iOS and Android handsets exceeded the total revenue brought in by lower-priced models.
So it seems more people are willing to shell out $1,100 for an iPhone 14 Pro Max than they are for a $900 iPhone 14 Plus. Which is a problem for the Plus.
