We’ve seen lots of reports about the iPhone 12 Mini underperforming Apple’s sales projections, but now the firm has cut production. Clearly, the market for small smartphones isn’t as big as some had expected.
According to Nikkei Asia, Apple is slashing the production of its iPhone 12 family of products following a blockbuster quarter in which many of the handsets sold much better than expected. The exception, of course, is the iPhone 12 Mini, which can only be described as a disaster, at least within the context of the iPhone.
Apple originally expected to sell 100 million iPhone 12s during the first half of 2021, but now it expects to only sell 75 million, a drop of 25 percent. That said, it still expects to sell about 230 million iPhones in all of 2021, an increase of 11 percent year-over-year if that pans out.
The iPhone 12 Mini is the chief culprit. Once expected to satisfy the needs of a demographic many were sure existed, the handset has performed so poorly that Apple has asked multiple component makers to slash the product of iPhone 12 Mini parts. By comparison, the other iPhone 12 models—the iPhone 12, 12 Pro, and 12 Pro Max—experienced only a “comparatively mild” drop-off in demand.
One source told Nikkei Asia that part of the production revision was tied to Apple being overly aggressive with suppliers during a time in which the industry as a whole was experiencing component shortages. But the iPhone 12 Mini is specifically problematic, with Apple overestimating the demand for a small smartphone with a tiny battery. The iPhone 12, with its much bigger battery, is only $100 more expensive. One source noted that only 10 to 15 percent of iPhone 12 family sales were of the Mini.