iPhone 14 shows demand in Hong Kong despite Apple’s call to cut production

Hong Kong electronic stores, Broadway and Fortress, have reported a shortage of the new iPhones released earlier this month, despite Apple’s call to cut production worldwide. Multiple tech stores and consumers are awaiting new stock, with employees under pressure as demands in Hong Kong continue to soar.

Product consultant at Broadway’s Festival Walk branch, Tommy Tam, 40, estimated the store has received “over 1,000 orders” for the new iPhones. He further went on to say that although the phones are marked up in price at the store, with the iPhone 14 Pro model being roughly 5.8% percent more expensive than at Apple, consumers have been rushing to purchase the phone at Broadway due to limited supply.

At Fortress, they had already anticipated the demand that is unfolding in Hong Kong and created a membership-only buying scheme for the iPhone 14 series. Customers had to register with the electronics store on or before September 13 to be able to purchase the new devices. There are currently no plans to make the iPhone 14 Pro available to the general public due to the very limited stock. Assistant store manager of Fortress’ Kowloon Tong branch, Frankie Man, 30, expressed his stress regarding the struggles to meet demands. “We are not sure when they will be available to the general public, it’s dependent on Apple”, he said.

Despite tech employees seeing a great demand for the new iPhones, a report from Bloomberg, released September 28, found that the devices failed to meet the tech giant’s expected surge in demand from the previous iPhone. Apple made plans to produce six million more units of the phones in the second quarter of this year, but are now deciding to produce only 90 million units, roughly the same amount of phones as last year. A report by Jefferies Group also found that sales of the iPhone 14 range in China have fallen by 11% from the previous iPhone 13 series last year.

Though sales of the new iPhone series are failing to meet certain expectations, iPhone user and Broadway employee at Harbour City, John Lee, 30, ordered the iPhone 14 Pro Max a month in advance and believes it to be Apple’s best phone to date. Lee said the phone’s “faster processor, better camera, and very long battery life” were just some of the top reasons to buy the phone. He added that people continue to buy iPhones for the same reason - “better quality”.

Apple is yet to comment on the company’s miscalculated demand.