While Apple’s prediction that sales of its most popular product would not grow isn’t exactly a canary in the coal mine (or a Waffle House closing) that the world would continue to get worse, it could be a sign that the company is pessimistic about the near future.

According to Bloomberg, Apple is asking for 220 million iPhones from its suppliers, which is the same as what it asked for in 2021. This is in contrast to some estimates that Apple will need to build about 20 million more phones this year than last year.

It’s not difficult to see why. Apple is expected to remove the notch from the iPhone 14 Pro, making it evident who has the new phone and who doesn’t (which wasn’t always the case with the iPhone 13), and offer a less expensive huge phone. It appears to be a formula for success.

A decent recipe, on the other hand, will be ruined if you add something terrible to it. While some of us expected the horror to cease in 2022, a conflict, the continuation of COVID-19 lockdowns, and rising inflation put an end to that hope.

Of course, Apple’s projections aren’t perfect. There have been various claims that it has cut production due to an overestimation of the number of phones it would need. It’s always possible that Apple is wrong, and that despite everything, a sizable percentage of people will want to purchase phones. Perhaps the average person does not see everything as dismal.

It could, however, go in the opposite direction. Ming-Chi Kuo, a well-known analyst, remarked on Twitter that “iPhone 14’s issues will come from the demand side rather than the supply side.” To put it another way, he believes Apple will be able to meet its production targets (albeit he concedes it may be behind owing to lockdowns), but even those targets may be too lofty.


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