Apple Aims to Ship 90 Million iPhone 16 Units

Apple Aims to Ship 90 Million iPhone 16 Units

Luisa Rodriguez
3 min read

Apple Aims to Ship 90 Million iPhone 16 Units in H2 2024

Apple is setting its sights on a significant increase in iPhone 16 shipments, with plans to ship 90 million units in the second half of 2024, representing a 10% rise from the previous year's iPhone 15 shipments. This ambitious target is fueled by the integration of new AI features, a move aimed at stimulating demand among consumers. Following the announcement, the company's stock experienced a surge, reaching a new peak of $232.74, signaling investor confidence in Apple's strategic direction.

Despite these positive developments, Apple is encountering notable challenges in China, its largest market beyond the United States. While the region has been witnessing a strong rebound in demand since April, the implementation of strict AI regulations and regulatory roadblocks presents substantial barriers. Nicole Peng from Canalys has cautioned that these restrictions could impede Apple's endeavors to incorporate AI into its product offerings.

Moreover, Apple has lagged behind in the AI domain and has recently formed a partnership with OpenAI; however, a local partner in China is still required due to the unavailability of OpenAI’s ChatGPT. Adding to the complexity, state-backed enterprises have instructed their personnel to refrain from using iPhones, further complicating Apple's position in the market.

Key Takeaways

  • Apple aims to increase iPhone 16 shipments to 90 million units in H2 2024, marking a 10% rise from iPhone 15.
  • Apple's stock reached a new high of $232.74 post-announcement, signaling a 1.8% increase.
  • While demand is rebounding in China, challenges persist due to stringent AI policies and regulatory constraints.
  • Apple faces competition from Samsung and Xiaomi in the AI-enhanced smartphone market.
  • Legal and regulatory obstacles complicate Apple's expansion within China.


The aggressive production targets for the iPhone 16, coupled with AI integration, have the potential to elevate stock prices and instill confidence among investors. Nonetheless, the stringent AI regulations in China and the bans imposed on iPhones by government-linked entities present considerable risks, potentially constraining market expansion. The short-term gains from stock surges may be counterbalanced by long-term challenges within China, where fostering local partnerships and complying with regulations are imperative. Apple's collaboration with OpenAI underscores its dedication to innovation but highlights the necessity for tailor-made solutions. Ultimately, Apple's success pivots on effectively navigating these intricate global dynamics.

Did You Know?

  • AI-Enhanced Smartphone Market:
    • Explanation: The AI-enhanced smartphone market pertains to the segment of the smartphone industry where devices incorporate advanced artificial intelligence features. These features span from AI-powered cameras that heighten photo quality to AI-driven personal assistants that familiarize themselves with user habits and preferences. The integration of AI aims to furnish users with a more personalized and efficient smartphone experience.
  • Regulatory Hurdles:
    • Explanation: Regulatory hurdles encompass the assorted laws, regulations, and policies that companies must maneuver when operating in a foreign market. In the context of Apple, these hurdles encompass stringent AI policies and app revenue sharing regulations in China. These challenges can significantly impact a company's capacity to innovate and extend its market presence, often demanding substantial resources and time for resolution.
  • Dominant Position in App Revenue Sharing:
    • Explanation: A "dominant position" in app revenue sharing refers to a company's substantial sway or control over the distribution and monetization of apps within its ecosystem. Apple, in particular, holds a dominant position due to its App Store, where it garners a 30% share of all app sales and in-app purchases. This position can provoke legal disputes, with rivals and regulators contending that such dominance suppresses competition and imposes unjust conditions on developers.

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