Perhaps Asus knows something the rest of the industry isn't aware of yet, or maybe the company is reacting to recent news of AMD delaying its Bulldozer processor launch. Either way, it appears Asus isn't ultra-confident in there being a high demand for motherboards in the third quarter and has reportedly asked its parts and component suppliers to only ship enough materials to produce between 1 million and 1.5 million motherboards.
That's down significantly from the 2.5 million units ordered for the May-June period, says news and rumor site DigiTimes, which is getting its information from "sources at downstream suppliers." Asus shipped around 11.4 million motherboards in the first half of 2011, just a hair under half of the company's projected 23 million units goal it set for the entire year. By playing it conservative in the third quarter, it's unlikely Asus will meet its goal.
According to DigiTimes, the downward adjustment could be an indicator of weak markets in the U.S. and Europe, since the third quarter is typically when motherboard makers post a sequential shipment growth to the tune of 15-20 percent. It could also mean that the sales momentum in China is weaker than expected.
Asus might also be simply caught up in a transitional phase. The motherboard maker cancelled orders for up to 600,000 Intel P67 chipsets, while simultaneously ramping up orders for Z68 chipsets.