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Apple to increase IPhone 11 output by up to 10 percent

The boost would add 7 million to 8 million units to the Cupertino, Calif.-based company’s smartphone production, the publication reported. The increase may validate Chief Executive Officer Tim Cook’s strategy of offering budget-conscious consumers less expensive models amid signs of a weakening economy, it said.

Debby Wu and Vlad Savov (Bloomberg)
Tokyo, Japan
Fri, October 4, 2019

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Apple to increase IPhone 11 output by up to 10 percent Apple's senior vice president of worldwide marketing Phil Schiller talks about the new iPhone 11 Pro during an Apple special event on September 10, 2019 in Cupertino, California. Apple is unveiling new products during a special event at the Apple headquarters in Cupertino, California. (AFP/Justin Sullivan/Getty Images)

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pple has told suppliers to increase production of the latest iPhone 11 product line by as much as 10 percent to meet stronger-than-expected demand for the new handsets, the Nikkei Asian Review reported.

The boost would add 7 million to 8 million units to the Cupertino, California-based company’s smartphone production, the publication reported. The increase may validate Chief Executive Officer Tim Cook’s strategy of offering budget-conscious consumers less expensive models amid signs of a weakening economy, it said.

Major improvements to the iPhone’s camera, including the addition of a new ultrawide camera for better architectural and tourist photos, alongside better battery life and improved durability may have resonated with consumers. The entry point for new iPhones was also lowered for the first time, with the iPhone 11 starting at $699 or $50 less than its predecessor.

With the increase in production, Apple is anticipating selling more iPhones in the closing months of this year than it did during the same period last year, the Nikkei Asian Review reported. Shares in suppliers Murata Manufacturing and Alps Alpine climbed after the report.

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