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Apple is reportedly targeting a 10% increase in shipments for the iPhone 16

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Apple has plans to achieve double-digit growth in new iPhone shipments following the release of the iPhone 16 series this year. The Cupertino giant informed partners and suppliers that it is aiming for a 10% increase in shipments for new iPhones compared to previous ones, Bloomberg reports citing a source familiar with the matter.

Apple sold about 81 million iPhone 15 units in the second half of 2023. This year, it wants to reach a target of at least 90 million in the second half. The company is betting on several Apple Intelligence features to be available in the iPhone 16 series, according to the report.

Apple Intelligence is a suite of artificial intelligence features that Apple introduced earlier this year. It is supported on the iPhone 15 Pro models and will come to the iPhone 16 series, which is expected to pack the A18 chips in all models. However, Apple is late to the AI ​​parts as rivals including Google and Samsung have already sailed their ships.

Apple said it will begin beta testing Apple Intelligence features in iOS 18, iPadOS 18, and macOS Sequoia this fall. Meanwhile, the upgraded version of Siri is expected to arrive in the first months of 2025.

The internal forecasts emerged as Apple tries to recover from a slower shipping pace in recent months. Apple saw a significant drop in sales numbers in China and worldwide even when the market recorded double-digit growth.

In China, Apple’s share of the pie has been taken by Huawei whose return in the $600+ premium segment with the Mate 60 series has directly impacted the iPhone maker, according to Counterpoint.

Bloomberg’s report adds to a recent rumor from China that suggests Apple has ordered new processors in the range of 90 to 100 million units as the company expects iPhone 16 shipments to reach 100 million.

It is interesting to note that Apple managed to capture 50% of the global smartphone revenue in 2023 and 20% of the total share in shipments beating Samsung for the first time.

source: Bloomberg

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