Update 7-7 below. This post was originally published on July 2nd
Apple’s iPhone 14 range is just two months away, and while leaks have revealed everything from battery capacity to possible price increases, a surprising detail was overlooked: a new first name.
In September, Apple is expected to announce a more affordable version of the iPhone 14 Pro Max, which was supposed to be called the “iPhone 14 Max.” But a detailed supply chain report from analyst Omdia uses a much more logical name.
Apple iPhone 14 range based on multiple leaks and with the assumed name of iPhone 14 Max.
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Breaking with leaks so far, Omdia’s senior research director, David Hsieh, refers to the new device (and the replacement of the iPhone 13 Mini) as the “iPhone 14 Plus”. This makes a lot of sense. It goes back to Apple’s previous brand for its larger phones and creates a larger boundary between two 6.7-inch models.
4/7 Update: More information has been leaked about the supply chain around the launch plans of Apple’s iPhone 14. Countering a previous report from Digitimes, which claimed that Apple had been forced to reduce by 10% the initial wave of production of iPhone 14 from the big supplier TSMC, the respected analyst and informant of Apple Ming-Chi Kuo has revealed that the production of the new range remains largely active. clue.
“It is rumored that TSMC’s iPhone 14 orders cut by 10% are not in line with my survey. I currently maintain my shipping forecast for the iPhone 14 for 2H22, about 100 million [million] and 90 million units for components and EMS, respectively. “
This will be crucial for Apple, as Kuo believes that demand for the iPhone 14 line will be stronger in China than for iPhone 13 models:
“My latest survey indicates that some Chinese distributors / retailers / scalpers have to pay the highest prepaid deposit ever for the iPhone 14 to ensure a sufficient supply … Currently in the Chinese market, the iPhone prepaid deposit 14 is significantly higher than the iPhone 13 and even double in some areas. “
It remains to be seen what is driving this demand, given the historically minor updates coming to the standard iPhone 14. But leaks will accelerate now that mass production has begun. Meanwhile, any potential iPhone 13 update would be prudent to wait until the iPhone 14 models launch in September.
Beyond that, the name “Max” is also problematic. A maximum version of any device implies that it is the best of something ahead of its physical size, hence phrases like “to the max”. The connotations around “plus” are not so extreme, “plus size” is a long-standing association and the word implies “more” instead of better. This would be better, as standard iPhone 14 models will miss most of the major updates to the iPhone 14 Pro.
Apple’s latest brand also shows a desire to keep Max reserved for premium hardware. In ascending order, the range M1 (and soon M2) consists of:
- M1
- M1 Pro
- M1 Max
- M1 Ultra
Max is sitting on top of Pro. Yes, Apple’s brand has long been criticized for creating confusion (look no further than the “Apple Watch Edition”), but launching an iPhone 14 Max that is cheaper and slower than an iPhone 14 Pro it would be weird even by Apple standards.
Adding more weight to the language of Hsieh is the detail of the Omdia report, which breaks down iPhone component vendors, distribution of supplies, and order volumes for the next two years. Going against this is the large number of high-profile filters that have been talking for months about an iPhone 14 Max. It would be a surprise for them to get it so close to the launch, but certainly not without precedent.
Yes, there are bigger issues around the iPhone 14 line, including its battery capacities, camera differences, and the generational gap between the chips, but for Apple, it’s critical to get the messaging right. around these phones. And it all starts with a name.
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