Strong pre-orders: Apple increases iPhone 17 production

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The iPhone 17 already caused a stir in Apple's supply chain during the pre-order phase. After a week of unexpectedly high demand, the company is adjusting its production plans. The standard iPhone 17 model, in particular, is becoming a surprise factor.

As in almost every year, Apple checks which models are in particularly high demand during pre-order week in order to adjust production orders to actual demand. This time, the adjustment is particularly significant. While the Pro models and premium variants played the most important role in recent years, the picture is now shifting in favor of the iPhone 17.

Apple significantly increases production

According to a report by The Information, Apple has instructed its manufacturing partner Luxshare Precision in China to increase daily production of the standard iPhone 17 by around 40 percent. Luxshare is one of the most important iPhone assemblers alongside Foxconn. At the same time, a supplier of non-electrical components was instructed to increase its daily production by approximately 30 percent. This adjustment is notable because Apple had originally assumed a different distribution. The iPhone 17 was planned to account for only 25 percent of total production. The iPhone 17 Pro and Pro Max were expected to contribute 65 percent together, while the iPhone Air was factored in at 10 percent.

Demand shifts to the basic model

The early adjustment of production figures suggests that more consumers than expected are opting for the cheaper iPhone 17. In Germany, this model starts at €949. The Pro versions cost significantly more, at at least €1,299. Although the premium devices are traditionally equipped with better materials, cameras, processors, and displays, the price difference seems more pronounced this year than usual.

Features make the iPhone 17 more attractive

One reason for the success of the standard model lies in the new features that Apple has included for the first time. The iPhone 17 features a ProMotion display, a more advanced camera system, and the new CenterStage feature for the front camera. This makes it more than sufficient for everyday use without reaching the price range of the Pro models.

Difficult position for the iPhone Air

At its "Awe Dropping" event, Apple strongly positioned the iPhone Air as a kind of intermediate device—a model that, while not a Pro iPhone, comes close to its features. However, with a price that's heavily aligned with the Pro models, it's placed in an ambiguous role. Many buyers apparently see no reason to prefer the Air to the cheaper iPhone 17.

iPhone 17: Why this model is so convincing

Market development remains open

Production adjustments are routine at Apple. This year, too, they are a normal part of fine-tuning the supply chain. Nevertheless, it's striking that the iPhone 17 is in such high demand, while the Pro models and the Air are falling short of expectations. Whether this trend continues depends on how delivery times develop and how stable demand remains over the first few weeks. Only then can we assess which models will be the biggest winners within the iPhone 17 generation.

iPhone 17 is getting more focus than planned

The iPhone 17 surprised Apple with stronger-than-expected demand. The company had to ramp up production even during the pre-order phase. This was due to an attractive price, new features in the base model, and a vaguely positioned iPhone Air. How sustainable this trend will be remains to be seen. What is clear, however, is that the iPhone 17 is receiving more attention this generation than Apple originally anticipated. (Image: Shutterstock / Wongsakorn 2468)