In July 2024, Bloomberg reported that Apple was targeting at least 90 million iPhone 16 devices for the second half of the year. The reported plan was a supplier-facing target, not an official Apple sales forecast—and public evidence does not confirm that Apple ultimately shipped 90 million units.
What Apple reportedly planned
On July 10, 2024, Bloomberg reported, citing people familiar with Apple’s plans, that the company had told suppliers and partners to prepare for at least 90 million iPhone 16 devices in the latter half of 2024. The figure was described as roughly 10% above the approximately 81 million iPhone 15 units reportedly shipped in the comparable period of 2023. 9to5Mac’s report of the Bloomberg story gives the original comparison.
That distinction matters: the report concerned a target communicated through Apple’s supply chain, not a public promise by Apple or an audited count of customer purchases. The iPhone 16 family—iPhone 16, 16 Plus, 16 Pro and 16 Pro Max—launched in September 2024, so the reported target covered the launch period and the remaining months of the year, rather than a full twelve months of sales. The model-family documentation identifies the products and launch timing, but does not confirm the shipment target: Apple’s iPhone 16 and 16 Plus documentation and Apple’s iPhone 16 Pro and Pro Max documentation.
Why Apple was reportedly aiming higher
The growth thesis centered on Apple Intelligence. The iPhone 16 generation was equipped with A18-series chips intended to support Apple’s AI features, while iPhone support before its launch was limited primarily to the iPhone 15 Pro and iPhone 15 Pro Max. Owners of older iPhones therefore had a possible reason to upgrade. MacRumors’ July 2024 coverage described Apple Intelligence as a potential driver of stronger shipments.
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That was a demand hypothesis, not evidence that AI caused sales. Apple Intelligence features were introduced in stages, with availability varying by software version, language and region; buyers did not all receive the complete feature set at launch. The reported target expressed optimism about the feature’s ability to encourage upgrades, not proof of its effect.
Orders, shipments and sales are different measures
Supply-chain numbers are easy to overstate because they can describe different points in the path from factory to buyer:
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- Orders are quantities Apple requests from suppliers. They can be adjusted as forecasts change.
- Production is the number manufactured; preparation for a target does not establish that every unit was completed.
- Shipments generally refer to units sent into distribution channels. They need not equal purchases by end customers.
- Sell-through means units bought by customers.
- Revenue is money recognized from sales; it does not reveal unit volume on its own.
Consequently, “Apple planned for 90 million” is a fair summary of the reported supply-chain target. “Apple sold 90 million” is not supported by that report.
Later estimates were less bullish
Analyst Ming-Chi Kuo subsequently offered estimates that tempered the original growth story. In July, he estimated roughly 87 million iPhone 16 orders for the second half of 2024 and argued that Apple Intelligence might not immediately drive the expected increase; MacRumors reported that estimate. In September, Kuo estimated about 89 million iPhone 16 shipments for 2024, compared with roughly 91 million iPhone 15 units in the comparable period, suggesting demand was broadly flat or somewhat lower rather than up 10%; 9to5Mac summarized his later estimate.
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These are analyst estimates, not official Apple totals, and the 87-million order estimate and 89-million shipment estimate describe different measures. They do not prove exactly how many phones Apple made, shipped or sold, but they do show why the July target should not be treated as a confirmed result.
What Apple’s filings and revenue figures establish
Apple’s fiscal 2024 ended on September 28, 2024, so its fiscal-year figures do not align with calendar 2024. In its 2024 Form 10-K, Apple lists the iPhone 16 family in its product portfolio and reports iPhone revenue at the category level, not unit shipments by model or generation. The filing says iPhone net sales were relatively flat compared with fiscal 2023; it cannot verify a 90-million iPhone 16 total.
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Apple reported $46.22 billion in iPhone revenue for the July–September 2024 quarter, up about 6% year over year, according to the Associated Press. That quarter included only the initial iPhone 16 launch period. Revenue growth does not establish unit growth: prices, model mix and the share of Pro models can all change the amount earned per device.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the 90-million claim means now
The best-supported reading is that Apple reportedly set an ambitious second-half supply-chain target, betting that Apple Intelligence and new hardware would spur upgrades. It was credible as a report about Apple’s plans, but it was neither an official public forecast nor confirmation of customer demand. Later analyst estimates pointed to roughly 87 million second-half orders and about 89 million 2024 shipments, while Apple’s public filings do not disclose a model-level unit count. The available evidence therefore does not establish that Apple actually shipped 90 million iPhone 16 devices in calendar 2024.
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