What to do with a problem like Nikkei Asian Review?

When it "slashes" Apple, who can resist?

I can't contradict the bearish Apple supply chain reports coming out of the Nikkei Asian Review over the past few weeks. I have no sources over there. I don't know anything about Apple's demand expectations, the mix of iPhone models it plans to build, how many OLED suppliers it may or may not have, or any of the other industrial secrets Nikkei claims to posses. 

But I know a dog whistle when I hear it, and in the Nikkei stories below the verb "to slash"—to cut with a violent sweeping motion—is code for Apple is doomed.

  • Jan. 29: Apple will slash its production target for the iPhone X
  • Feb. 16: OLED panel glut looms as Apple slashes iPhone X production
  • Feb. 20: Samsung to slash OLED panel output as iPhone X slumps

Here's the thing about a verb like that: It's almost irresistible. Here are a few reporters who couldn't resist:

  • Tim Hardwick, MacRumors: Apple's Decision to Slash iPhone X Production Volume in Q1 2018 Could Delay Future OLED Models
  • Chris Smith, BGR: Apple reportedly slashes iPhone X orders in half due to slow sales
  • Minami Funakoshi, Reuters: Samsung Electronics to slash OLED panel production as iPhone X demand disappoints: Nikkei
  • Tim Hardwick (again), MacRumors: Samsung to Slash OLED Panel Production on 'Weak Demand' for iPhone X, Claims Nikkei

Again, I can't contradict Nikkei's reports. But I can send my compliments to AppleInsider's Mikey Campbell, who expressed skepticism about the sourcing, and to Patently Apple's Jack Purcher, who pushed back with all his might:

Apple's iPhone X is the Instant Scapegoat for Samsung's Failure to Win OLED Orders from Chinese Vendors


  1. Michael Thompson said:
    We must keep an ongoing database of all fraudulent media, analysts and brokerage firms and their records of negativity against Apple.

    The Digitimes is just as guilty as the Nikkei Asian Review.

    Laughably, they just proved how oversold Apple stock currently is by floating another Lie Story, but instead of declining, Apple has gone higher.

    That alone proves that the direction of the stock will be in an upward direction in the short-term.

    February 20, 2018
  2. Tommo_UK said:
    Kudos to the first person to look back at the news flow and share price for the last 5 years and correlate and chart FUD media reports and analyst notes with significant moves (invariably downwards) in AAPL. Quantitive data to name and shame analysts and publishers on such a basis would be great news in itself – the media can feed on its own in their frenzy to gloat.

    February 20, 2018
  3. Ken Cheng said:
    No need to contradict Nikkei, as they can do it to themselves.

    In the Feb 16 panel glut story, while the text states, “Production of the iPhone X, whose sales have been sluggish, is expected to drop by half in the first three months of this year from the initial estimate of over 40 million units. ”

    And yet the graphic they use to illustrate this drop in Apple demand, shows literally a tiny order decline from the Oct/Dec quarter to the Jan/Mar one. I’ll eyeball it as 43M units in Oct/Dec quarter, to 41M units in the Jan/Mar one.

    Here’s a direct link to the graphic that Nikkei used: https://asia.nikkei.com/var/site_cache/storage/images/node_43/node_51/2018/201802/20180215t/20180215panelsbar/8930377-1-eng-GB/20180215PanelsBar_article_main_image.png

    As usual, words don’t match the images.

    February 20, 2018
  4. Gianfranco Pedron said:
    Unsurprisingly, the Patently Apple story hasn’t gotten much traction.

    Thank you for bringing it to us, Philip.

    February 20, 2018
  5. John Konopka said:
    The Macalope covers this every year in a very entertaining manner. Right about now we expect Apple to cut some orders. Tim Cook has said explicitly more than once that Apple’s supply chain is very complex and an outsider may not gain much insight from a few reports of changes in component orders.

    March 10, 2021
  6. Fred Stein said:
    Later, the article says:

    The company is now targeting production of around 75 million units — slightly higher than iPhone shipments in the same period last year. The company told suppliers that it still intends to build 230 million iPhones for 2021, an increase of more than 11% from last year, sources said.

    March 10, 2021

Leave a Reply