Apple has ramped up its display orders ahead of its anticipated iPhone 6S launch, according to a Japanese display supplier speaking to Reuters. Japan Display Inc. CEO Mitsuru Homma didn't refer to the client by name, but it’s understood that his comments point to Apple.
"They're coming to us with more orders, saying 'give us more, give us more.' They keep increasing,” said Homma. Earlier this year, Apple struck a deal with Japan Display to build a $1.4 billion facility solely for manufacturing iPhone displays.
No specific numbers were mentioned in the interview. However, Apple may be expecting its suppliers to manufacture between 85 and 90 million iPhone 6S units by the end of the year, according to the Wall Street Journal. In comparison, Apple may have ordered between 70 and 80 million units of the iPhone 6 and 6 Plus last year. But even with such a large order, both devices quickly sold out, pushing orders back three to four weeks.
While a slowing smartphone market and a weakening economy in China has concerned investors, Apple still sees a strong growth market.
“I get updates on our performance in China every day, including this morning, and I can tell you that we have continued to experience strong growth for our business in China through July and August,” wrote Apple CEO Tim Cook in an email to CNBC’s Jim Cramer. “Growth in iPhone activations has actually accelerated over the past few weeks, and we have had the best performance of the year for the App Store in China during the last two weeks.”
Apple is to unveil the iPhone 6S during a Sept. 9 media event at the Bill Graham Civic Auditorium in San Francisco. The smartphone is anticipated to come with a number of new features, including a faster processor, upgraded camera, increased memory and a pressure sensitive Force Touch display. In addition, Apple may also unveil a number of new products including a revamped Apple TV set-top box and a 12-inch tablet dubbed “iPad Pro.”