Apple executives rarely say “we can’t predict that” about their brand-new products, so I perked up when one did.
The Cupertino giant has admitted the iPhone Duo is supply-constrained. COO Sabih Khan told investors on Monday’s earnings call that it is “constrained as of today” (via Investing.com).
What did Apple actually say about iPhone Duo supply?
Khan didn’t sugarcoat it. “The ramp is going well,” he said, but “it is really hard to predict when supply and demand will be in balance.” CEO John Ternus sounded sunnier, saying that Apple is “working hard to get iPhone Duo into customers’ hands as quickly” as it can.
However, he didn’t provide a firm timeline. Of course, the reason behind the grave uncertainty on the newest and the most expensive iPhone is “high levels of demand” and limited availability of the advanced components that go into the Duo.
The store’s dates tell the same story. No matter which storage or color variant you pick for the iPhone Duo, the earliest shipping date is January 22, 2027. That’s two-and-a-half months from now. If you order now, a Christmas unboxing with your friends and family looks off the table.
You can still check with your nearest Apple Store or carrier about availability. If you’re lucky enough, you might get one just in time for the holiday season.
Will Apple pull off a surprise holiday drop?
Apple could surprise us, but my money says it won’t. Days after launch, Apple acknowledged “an issue impacting the inner display on a small number of iPhone Duo units” and told affected owners to contact AppleCare for a replacement.
With arguably the biggest and most robust supply chain in the industry, I don’t buy that it truly can’t make more. Here’s what I think is happening.
If the company floods the gifting or shopping season with iPhone Duo units, it might end up flooding the internet with potential issues, and that is exactly the kind of bad press the company doesn’t want.
So I think the smartest play is scarcity: keep supply tight, zero in on the display problem, honor every replacement, and ramp up availability once the issues are fairly fixed. To me, this looks like a very strategic move.
That’s the drip-feed idea: releasing a product in small batches instead of one big wave.