Is AAPL delaying its iPhone 15 launch?

August 22, 2023

In the bustling streets of Tokyo in the early 1970s, Akio Morita, co-founder of Sony Corporation (SONY), was on a mission to revolutionize the way people listened to music. The result was the iconic Walkman, a product that changed the world. Fast forward to today, and Sony finds itself entangled in a situation that could have far-reaching consequences for another tech giant, Apple Inc. (AAPL).

The Delayed Launch

Apple's highly anticipated iPhone 15 Pro Max faces significant delays, potentially pushing the release date to October.

The delay is attributed to a supply chain issue involving Sony, a key supplier for Apple. The problem lies in the image sensor required for the iPhone 15 Pro Max's periscope camera, exclusive to the flagship model.

Sony is reportedly struggling to provide enough specialized sensors in time for the anticipated September launch.

The Impact on Apple's Q4 Sales

The timing of this delay could not be worse for Apple.

The Q4 holiday season is a critical period for consumer spending, and missing the September launch window could spell trouble for Apple's sales figures. Here's why:

    1. Consumer Expectations: Apple's customers have come to expect new iPhone releases in September. A delay could lead to frustration and potential loss of sales to competitors.
    2. Price Increase: Rumors suggest a potential price increase of $100 for the U.S. iPhone 15 Pro and Pro Max variants. Coupled with the delay, this could deter potential buyers.
    3. Social Mentions: LikeFolio data shows that social mentions are down nearly 7% year over year during the seasonally slow month of August. This decrease in buzz could translate into reduced interest and sales.

    4. Web Traffic: On a positive note, web traffic is up 8% year over year on the heels of Apple's attention-grabbing Apple Vision Pro new product announcement. However, this may not be enough to offset the negative impact of the delay.

    The Silver Lining

    While the situation seems dire, it's essential to recognize that Apple has weathered storms before. The company's strong brand loyalty and innovative product line may still draw consumers, even with the delay and price increase.


    The story of Sony's Walkman reminds us that innovation and timing are everything in the tech world. Apple's iPhone 15 Pro Max delay, caused by a hiccup in the supply chain with Sony, could have serious implications for the company's Q4 holiday sales.

    However, Apple's resilience and ability to adapt may yet turn this potential crisis into a mere bump in the road.

    As we near the traditional September keynote event for Apple, LikeFolio will continue to monitor consumer demand and enthusiasm – or lack thereof --for the company’s products.

    As always LikeFolio members will be the first to know when we spot an opportunity in Apple stock – in either direction.

    Want deeper insights? Get Free Access to The Vault.

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