Best Buy expects iPhone 14 Pro shortage to affect sales this holiday

Apple already warned everyone that the supply of iPhone 14 Pro and iPhone 14 Pro Max would be restricted this holiday. Now, Best Buy says the limited availability could also affect its sales this quarter.

The Cupertino, California-based tech giant unveiled the iPhone 14 series last September. But multiple reports suggest that the Pro models remain the top-selling units similar to previous generations, while the demand for the iPhone 14 Plus is lagging.

Ahead of the anticipated Black Friday and Cyber Monday sales, Best Buy CEO Corie Barry confirmed the retailer is already feeling the effects of the iPhone 14 Pro shortage. “One of the places where we're seeing a bit of (inventory) pressure is in those higher-end iconic iPhone devices,” Barry told the press (via Reuters).

The same report noted that Best Buy has already taken into consideration the iPhone 14 Pro shortage in its quarterly sales forecast for this holiday. And the retailer is said to be expecting a “loss in sales” from the limited supply of iPhone 14 Pro and iPhone 14 Pro Max.

Reuters said it visited a Best Buy store in the Bronx, New York, where, as expected, there were no iPhone 14 Pro units available. The store supervisor confirmed the lack of high-end phone models has led to losing “a lot of customers” because many buyers do not want to settle for alternative iPhone models with lower specs.

Apple introduced the iPhone 14 Plus this year which features regular specs, including the older A15 chip, 6.7-inch display, and dual 12MP camera system for $899 and up. But for just a $100 additional cost, customers can get the iPhone 14 Pro with the more advanced A16 chip, a redesigned hole-punch cutout for the TrueDepth camera, a new 48MP primary sensor, an always-on display, and ProMotion (up to 120Hz refresh rate) technology.

Likely due to these upgrades exclusive to iPhone 14 Pro and iPhone 14 Pro Max, the premium models have seen a high demand since launching in September. But its availability in several markets has been hampered by continuing supply chain constraints.

The problem is exacerbated further by China’s zero-COVID policy that entails immediate and strict lockdowns in areas where rising local transmissions are detected. This particularly affected a key Foxconn assembly plant for iPhone 14 Pro in Zhengzhou, China, earlier this month. That led to Apple issuing an official notice of the iPhone 14 Pro shortage this holiday.

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