Demand might be stronger than anticipated.
Apple’s new MacBook Pro might be in more demand than the company anticipated.
The tech giant is ramping up its MacBook Pro orders to suppliers in a bid to satisfy what it believes will be strong demand for its MacBook Pro in the fourth quarter and 2017, supply chain-tracking site DigiTimes is reporting, citing sources. The site’s sources say Apple wasn’t “very aggressive” in its initial MacBook Pro orders, but last month started to increase its orders as its announcement was nearing.
Apple AAPL unveiled the MacBook Pro at a press event late last month. The computer delivers several performance enhancements compared to its predecessor, including a faster processor, a better display, and a nicer keyboard. Its most important feature, however, is the addition of a Touch Bar that sits above the keyboard and lets users who tap on the glass strip interact with software on screen. To the right of the Touch Bar is a Touch ID sensor, allowing users to make online payments by placing their finger on the sensor.
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While the MacBook Pro has been criticized by some who wish Apple offered more ports to connect accessories to the machine and aren’t too pleased with its price tag, Apple has been bullish on the device. At its press event in October, Apple said the MacBook Pro represents a major innovation for its Mac line, and its executives have said on several occasions that they believe the MacBook Pro is the market’s best computer.
Apple hasn’t provided an actual number on how many units it’s ordered from manufacturers, but in an interview last week, Apple senior vice president of worldwide marketing Phil Schiller signaled things were going well. In an interview with The Independent, Schiller said the MacBook Pro has secured more preorders than any professional-focused notebook Apple has ever offered. As of this writing, customers who order a MacBook Pro on the online Apple Store will need to wait weeks for the device to ship. Apple is expected to start shipping its earliest orders next week.
Looking ahead, Apple believes MacBook Pro demand will remain steady and has ordered enough units to ensure it’s ready for customers, DigiTimes is reporting. The site also cited sources who said Apple could order as many as 15 million MacBook Pro units for 2016. The company is planning about the same number of orders next year, the report says.
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Apple declined comment on the report.
Update at 12:42 p.m. ET on Nov. 8 to note Apple declined to comment on the report.