iPhone 15 Pro Max Set to Dominate: Anticipated to Constitute 35–40% of New iPhone Shipments

Apple is targeting the top-tier iPhone 15 Pro Max to constitute approximately 35-40% of the initial shipments for the forthcoming iPhone 15 series set to launch next month, as indicated by analyst Ming-Chi Kuo. This strategy would position Apple’s highest-priced variant with the most substantial share among the four models within the lineup. Apple intends for Pro Max shipments to surpass last year’s iPhone 14 Pro Max by 10-20%.

The Upcoming iPhone 15 Pro Max

One of the primary driving factors attracting users toward the iPhone 15 Pro Max is expected to be the inclusion of a periscope lens camera. This enhancement would offer enhanced optical zoom capabilities of 5x-6x, a significant improvement compared to the current models’ 3x optical zoom. Notably, the periscope lens camera innovation will debut exclusively in this year’s Pro Max model, subsequently expanding to the smaller iPhone 16 Pro in the following year.

The gradual rollout of the periscope lens to the Pro lineup serves dual purposes for Apple and its exclusive supplier of the periscope lenses, Largan. The phased approach allows for the production of 15-20 million iPhones featuring the component this year, with an expected growth of 70-80% to approximately 30 million units in the subsequent year.

Kuo points out that the manufacturing cost of the periscope lens is notably higher, ranging from three to four times that of a traditional high-end lens. This implies significant benefits for Largan through its partnership with Apple for the provision of this component. Coupled with other enhancements, the new lens and improvements could potentially lead Apple to raise the prices of the Pro models by a minimum of $100 in comparison to the current lineup.

The much-anticipated iPhone 15 series is set to debut in a matter of weeks, with speculation pointing to an event scheduled for Tuesday, September 12. Subsequent to the event, pre-orders are anticipated to commence a few days later, followed by the official launch on Friday, September 22.

While earlier rumors had suggested a potential delay in the launch of the Pro Max model by a few weeks, Kuo’s recent report indicates that mass shipments of this model are commencing this week. Therefore, despite potential initial supply constraints, the iPhone 15 Pro Max is likely to become available concurrently with the rest of the new lineup.