Apple Will Not Release First Weekend Sales Numbers for iPhone 7 Due to Demand Outweighing Supply

apple-iphone7Apple, in a statement provided to CNBC, has announced that it will not be releasing first weekend sales numbers for the iPhone 7 and iPhone 7 Plus, as it feels the results are "no longer a representative metric" due to demand outweighing supply.

“We expect iPhone 7 and iPhone 7 Plus will be incredibly popular with customers and we are thrilled to begin taking pre-orders on September 9. Customers will receive their new iPhones starting September 16.

In years past, we’ve announced how many new iPhones had been sold as of the first weekend following launch. But 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.

These initial sales will be governed by supply, not demand, and we have decided that it is no longer a representative metric for our investors and customers. Therefore we won’t be releasing a first-weekend number any longer. We are reiterating the financial guidance for the September quarter that we provided on July 26.”

In a research note last week, KGI Securities analyst Ming-Chi Kuo said mass production of the iPhone 7 and iPhone 7 Plus did not begin until the second half of August, later than expected, as Apple's supply chain faced issues ramping up production due to challenging requirements for IPX7 water resistance.

The statement has ignited concern among some investors about potentially weaker iPhone sales numbers. Kuo himself revised his iPhone 7 and iPhone 7 Plus shipments forecast to 20 to 25 million units in the quarter, compared to his original estimate of 30 million units. AAPL is currently down around 2% to $106.20 in intraday trading following the announcement.

Apple's first weekend sales had increased sequentially for each iPhone launch between the iPhone 4s in 2011 and iPhone 6s in 2015:

iPhone 6s and 6s Plus Sales Top Thirteen Million in Launch Weekend
iPhone 6 and 6 Plus Sales Top Ten Million in Launch Weekend
iPhone 5s and iPhone 5c Sales Top Nine Million in Launch Weekend
iPhone 5 Sales Top Five Million in Launch Weekend
iPhone 4S Sales Top 4 Million as 25 Million Users Move to iOS 5

Apple reiterated its financial guidance of between $45.5 billion and $47.5 billion in revenue for the fourth fiscal quarter.

Tag: AAPL
Related Forum: iPhone

Top Rated Comments

samac92 Avatar
64 months ago
They don't want "iPhone 7 less popular than iPhone 6s" headlines to spoil the launch weekend.
Score: 50 Votes (Like | Disagree)
BMcCoy Avatar
64 months ago
= we know it's going to be a flop.
Score: 42 Votes (Like | Disagree)
spiderman0616 Avatar
64 months ago
Apple: Launch weekend numbers are not useful anymore, always get spun as negative, and are always limited by supply no matter what that supply number is. Therefore we're just not going to bother reporting it anymore.

MacRumors forum trolls: This phone is a flop.

God I hate this site sometimes.
Score: 38 Votes (Like | Disagree)
Mac Rules Avatar
64 months ago
So that's a flop then.

The non-existant Apple Watch numbers have always inspired such confidence.
Score: 32 Votes (Like | Disagree)
Rogifan Avatar
64 months ago
They don't want "iPhone 7 less popular than iPhone 6s" headlines to spoil the launch weekend.
Exactly. Smart. I'm glad they've stopped releasing sales figures outside of earnings calls. No one else does it. All it does is create a big fat unnecessary target that they're probably not going to surpass anymore now that the market is more mature/saturated.
Score: 29 Votes (Like | Disagree)
scottish Avatar
64 months ago
Supply more then.
Score: 28 Votes (Like | Disagree)

Top Stories

iPhone 13 Always On Feature

iPhone 13 to Bring Over a Major Feature From the Apple Watch

Wednesday July 28, 2021 2:21 am PDT by
Apple's upcoming iPhone 13 lineup will feature an always-on display akin to the Apple Watch Series 5 and Series 6, according to recent reports. In his weekly Power On newsletter, Bloomberg journalist Mark Gurman, who often reveals accurate insights into Apple's plans, said that the iPhone 13 may feature an Apple Watch-inspired always-on mode. The Apple Watch Series 5 and Apple Watch...
REC ASA CODE2016 20160601 205816 2745

Elon Musk Reportedly Demanded to Become Apple CEO as Part of Potential Tesla Acquisition [Update: Musk Denies]

Friday July 30, 2021 9:04 am PDT by
Tesla CEO Elon Musk reportedly once demanded that he be made Apple CEO in a brief discussion of a potential acquisition with Apple's current CEO, Tim Cook. The claim comes in a new book titled "Power Play: Tesla, Elon Musk and the Bet of the Century," as reviewed by The Los Angeles Times. According to the book, during a 2016 phone call between Musk and Cook that touched on the possibility of ...
duracell battery bitter coating

Apple Says Don't Buy AirTag Replacement Batteries With Bitter Coating

Wednesday July 28, 2021 11:08 am PDT by
Since AirTags were just released earlier this year and are expected to have a year-long battery life, it may be some time yet before AirTag users need a replacement battery, but when the time comes for a refresh, Apple is warning customers not to buy batteries with a bitter coating. AirTags use coin-shaped CR2032 batteries, which happen to be a size that's easy to swallow. Some battery...
nothing ear 1 buds 1

Nothing 'Ear (1)' True Wireless Earbuds Launch to Take on AirPods Pro With ANC and Unusual Design for $99

Tuesday July 27, 2021 7:57 am PDT by
Nothing, a new brand from OnePlus founder Carl Pei, has today officially launched the "Ear (1)" true wireless earbuds after months of anticipation around the company's AirPods Pro rival. The Ear (1) features an in-ear design, Active Noise Cancelation, Bluetooth 5.2, IPX4 water resistance, and a charging case with Qi-compatible wireless charging and a USB-C port. Fast pairing is supported on...
General Apps Messages

Android iMessage Competitor Puts Pressure on Apple

Friday July 30, 2021 3:15 am PDT by
Google and the three major U.S. carriers, including Verizon, AT&T, and T-Mobile, will all support a new communications protocol on Android smartphones starting in 2022, a move that puts pressure on Apple to adopt a new cross-platform messaging standard and may present a challenge to iMessage. Verizon recently announced that it is planning to adopt Messages by Google as its default messaging...
Apple Leak Feature

Apple Demands Leaker Reveals Sources Under Threat of Being Reported to Police

Wednesday July 28, 2021 6:53 am PDT by
Apple has sent a cease and desist letter to a leaker based in China as part of its continuing attempts to curtail leaks of unreleased products, according to Vice. A Chinese citizen who shared images of stolen Apple prototypes on social media was sent a warning letter from Fangda Partners, Apple's law firm in China, on June 18, 2021. An extract from the letter read:You have disclosed without ...
apple rtp land

Apple Preparing to Occupy 200,000 Square Feet of Temporary Space Ahead of New $1 Billion North Carolina Campus

Thursday July 29, 2021 9:14 am PDT by
Back in April, Apple announced a $430 billion investment over the next five years to create more than 20,000 new jobs as the company continues to expand. One significant piece of that plan is a new engineering and research center in North Carolina where Apple will be investing over $1 billion and hiring at least 3,000 employees. Assemblage of seven properties in Research Triangle Park owned by ...
iOS 15 General Feature Purple

Everything New in iOS 15 Beta 4: Safari Tweaks, MagSafe Battery Pack Support, Notification Updates and More

Tuesday July 27, 2021 11:47 am PDT by
Apple today released the fourth betas of iOS 15 and iPadOS 15, introducing additional refinements to the new features that are coming in the software updates. In these betas, Apple has introduced changes for Safari, Notifications, Focus mode, and more. Safari Updates Apple is continuing to refine the design of Safari on the iPhone, and in iOS 15, there are tweaks to improve usability. ...
new m1 chip

Tim Cook on Apple Deciding to Manufacture Components: 'We Ask Ourselves If We Can Do Something Better'

Tuesday July 27, 2021 3:04 pm PDT by
During today's earnings call for the third fiscal quarter of 2021 (second calendar quarter), Apple CEO Tim Cook was asked how Apple decides what components to purchase and what components to develop, and Cook said that Apple asks if it can be done better. We ask ourselves if we can do something better. If we can deliver a better product. If we can buy something in the market and it's great...
a15 chip

iPhone 13 and Redesigned MacBook Pro Chip Production Hit With Gas Contamination

Friday July 30, 2021 5:44 am PDT by
The most important TSMC factory that manufactures Apple's chips destined for next-generation iPhone and Mac models has been hit by a gas contamination, according to Nikkei Asia. The factory, known as "Fab 18," is TSMC's most advanced chipmaking facility. TSMC is Apple's sole chip supplier, making all of the processors used in every Apple device with a custom silicon chip. Industry...