Apple Inc. has cut its orders for components for the
iPhone 5 due to weaker-than-expected demand, people familiar with the
situation said Monday.
Apple's orders for iPhone 5 screens for the January-March
quarter, for example, have dropped to roughly half of what the company
had previously planned to order, two of the people said.
The Cupertino, Calif., company also has cut orders for components other than screens, according to one of the people.
Apple notified the suppliers of the order cut last month, the people said.
The move indicates that sales of the new iPhone haven't
been as strong as previously anticipated and demand may be waning. It
comes as the company has been facing greater challenges from Samsung
Electronics Co. and other makers of smartphones powered by Google Inc.'s
Android operating system.
While Apple has set the agenda for the smartphone market
since it released its first iPhone in 2007, South Korea's Samsung, which
sells many Android-based models at various price points, has already
overtaken the U.S. company as the world's largest smartphone vendor by
market share. Demand is also growing for inexpensive smartphones from
Chinese makers such as Huawei Technologies Co.
In the 2012 third quarter, Apple held 14.6% of world-wide
smartphone shipments, down from a peak of 23% in the fourth quarter of
2011 and the first quarter of 2012, according to IDC.
Samsung's share, meanwhile, rose to 31.3% in the third quarter of 2012, compared with 8.8% in the third quarter of 2010.
The Korean company said earlier this month that it
expects to report another record operating profit for the fourth quarter
of 2012, capping its best year ever amid strong sales of its Galaxy
line of smartphones. The company expects an operating profit equivalent
to between $8.1 billion and $8.5 billion for the three months ended in
December.
Apple is slated to report earnings later this month.
The iPhone 5, released in September, represents Apple's
effort to maintain its strong position amid intensifying competition.
The latest model comes with a longer, four-inch screen compared with the
3.5-inch screens used in all previous iPhone models.
Japan's Sharp Corp. and Japan Display Co. and South
Korea's LG Display Co. are the three suppliers of the screens, according
to people with knowledge of the matter. When the iPhone 5 was launched,
there were concerns that suppliers might not be able to produce enough
to keep up with demand.
Apple representatives weren't immediately available for comment.
Apple's cut in orders may also affect first-quarter sales
of component makers, some of which are largely dependent on the U.S.
company. The fact that some iPhone components are highly customized
makes it difficult for suppliers to find alternative buyers in a short
time frame. Sharp, one of the suppliers of the screens, has been
struggling financially with a cash crunch and losses from its television
operations.
Japan's Nikkei reported earlier Monday that Apple has slashed its orders for iPhone 5 components.
Monday, January 14, 2013
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