Analyst: iPhone 6/Plus frenzy continues; raging demand and raging production

“Rosenblatt Securities’s Brian Blair today reiterated an upbeat view on shares of Apple writing that the company is still not able to meet high demand for its recently introduced iPhone 6, and that Apple, along with Chinese vendors such as Xiaomi, continue to put pressure on Samsung Electronics in the smartphone market,” Tiernan Ray reports for Barron’s.

Ray reports, “Without disclosing specific sources, Blair offers the following details of raging demand, and raging production, for iPhone 6: ‘Our iPhone estimates for Apple’s December quarter have been above consensus for the last 7 months. Our view of 72–75 million iPhone units for the December quarter has recently seen competitive corroboration. This is likely due in part to Apple’s iPhone units still climbing, as the strong volumes are carrying a lot of companies right now. Apple is outperforming and it’s driving all supply chain volume currently. The Hon Hai sites that are manufacturing the iPhone 6/6 Plus are running 24/7 and there is no sign of meeting consumer demand as we enter the month of December next week. It is believed that global demand will not be met during the month of December. Conversely, iPad units remain weak and the year over year declines are expected to continue. With only incremental upgrades, the replacement cycle has stretched out and iPad demand has been relatively soft. Apple Watch volumes are still considered to be in the 12–15 million unit range for CY2015 with production slated to start in the January/ February timeframe.'”

Read more in the full article here.


  1. Not surprising really given the new screen size would have a lot of pent up demand. The projected total unit sale in this quarter may be setting up Apple for a fall though.
    If Apple are unable to meet demand by Xmas time then this number will be hard to meet.

  2. For many months (perhaps years), I have been arguing here that the percentage of the market occupied by the “phablets”, or phones larger than 4″ is negligible. Initially, this was based on marginal numbers from competitors, later on the fact that the 4″ iPhone was outselling all those large competitors combined. I was rather convinced by Steve Jobs that the interest in a large phone, beyond novelty, was marginal at best, and that Apple was correct.

    The response to the iPhone 6 plus has clearly confirmed that I was wrong (and so was Jobs). While we can’t judge the demand for large screens from iPhone 6 (because there is no 4″ iPhone 6 on offer to compare the real demand between tree sizes of the latest-model iPhones), the massive popularity of 6 plus clearly indicates that the interest is NOT marginal. I have never used a mobile phone larger than my current 5s, so I cannot speak from personal experience; I had always been perfectly happy with 4″, but since next time I won’t have a choice (there is no new 4″ iPhone), when I upgrade my 5s, I’ll have to go larger. I’ll try to have an open mind about it and we’ll see how it goes.

    The main point of the message remains: I (mis)underestimated the demand for large-screen iPhones. Apple figured it out (eventually), and today, they have the highest all-time market cap in the history of the world, and it is a direct consequence of the iPhone 6/+.

    1. When the Note was released a few years ago I thought it was an interesting form factor, but when noticing someone fumbling it out of their pocket I chuckled how cumbersome and ridiculous it looked. Fast forward to today and the iPhone 6 Plus is worlds of difference compared to those first Phablets: it’s lightweight, thin, the screen is crisp, the battery life is good, and the operation is buttery smooth. The most surprising feature is I can still hold the Plus in one hand for a decent amount of time without becoming fatigued.

    2. I respect that you admit when you were wrong, and tell why. It’s certainly much more fun to be right all the time, but little in the way of learning happens with that.

      I believe that many of us were taken in, for a long while, by Steve Jobs’ earnest defence of the smaller screen; the one-handed use argument seemed reasonable. But we oughtn’t forget that he was a master salesman, a Mesmer of technology; he would, and did, change his story to fit every new product.

    3. Thank you for living up to your opinion and being honest! If only more people on this site would realize that Tim Cook is running Apple the way HE FEEL is best for Apple’s customers needs! Thank you!

    4. The market for phablets developed in Asia, where people used one device in lieu of a computer and phone. The recognition of this was slow to arrive in the west.

      I think Steve didnt’ see the phablet = computer coming, due to his health and the slow recognition of the fact in the west. He as stll right that a big phone is a worse phone.

  3. I was shocked to see a line at an Apple Store in a mall near me and asked what is was. I was admittedly surprised when I was told it was an iPhone 6/plus purchase line. One reason was two people in line were texting on an iPhone 6. Also interesting was that several people in line were using, presumably soon to be discarded, Samsung phones.

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