Initial iPhone 7 sell-out will be meaningless as it’s “governed by supply”
Don’t be surprised if you find Apple Stores devoid of iPhone 7 boxes come this first weekend of sales. You may instead see mildly disappointed people walking away empty-handed.
In the past, a huge influx of pre-orders and first-wave sales would deplete initial iPhone SE stock in a snap and prolong shipping times for the original Apple Watch.
Well, Infinite Loop is finally admitting to investors that they should not be paying attention to first-weekend sales figures — Apple won’t be announcing them anymore.
“As we have expanded our distribution through carriers and resellers to hundreds of thousands of locations around the world, we are now at a point where we know before taking the first customer pre-order that we will sell out of iPhone 7,” the company stated to CNBC.
The missive goes on to say that sales from the starting gun will be capped “by supply, not demand“. We may infer that an initial sales disclosure would give away Apple’s projected sales curb and its poor planning based on expectations or that Apple was simply very late in submitting mass production orders.
It’ll be interesting to hear what Tim Cook may say come next earnings call.