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Tim Cook Says Apple Watch Set New Sales Record in First Holiday Shopping Week

Earlier today data from market research firm IDC said that Apple Watch's share of the wearables market fell to 5% as fitness trackers "reigned supreme." In an email responding to a Reuters inquiry about the report, Apple CEO Tim Cook said Apple Watch's sell-through rate hit a new high recently.

apple watch 2 collections 2
"Sales growth is off the charts. In fact, during the first week of holiday shopping, our sell-through of Apple Watch was greater than any week in the product’s history. And as we expected, we’re on track for the best quarter ever for Apple Watch," he said.
Cook added that Apple's data shows that the Watch "looks to be one of the most popular holiday gifts this year." The IDC report estimated that Apple shipped 1.1 million Apple Watch units in the third quarter, down from 3.9 million shipments last year during the same quarter.

IDC attributed the decline to an "aging lineup" and an "unintuitive user interface." Apple addressed those concerns with the Apple Watch Series 2, but the model's launch date in mid-September hampered its impact in the third quarter.

While Cook told Reuters that Apple's sell-through rate was high, he has not yet responded to Reuters' request for specific sales figures. Apple doesn't disclose Apple Watch sales figures, instead grouping it into its "other products" category, which also includes iPod and Apple TV, in earnings results.

Related Roundups: Apple Watch Series 2, watchOS 3
Tag: Tim Cook
Buyer's Guide: Apple Watch (Neutral)


Top Rated Comments

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11 weeks ago
Sales figures can't be that impressive otherwise Apple would be releasing the numbers.
Rating: 64 Votes
11 weeks ago
Being evasive about the specific sales numbers just continues to make Cook look weak and untrustworthy. Since he took office it's always been "we have great things we can't tell you about". He's yet to deliver a single positive surprise with the product line and increasingly it looks like pursuit of profit is at the expense of Apple reputation and future prosperity.
Rating: 50 Votes
11 weeks ago
The only Apple product that actually does need to be thinner.
Rating: 33 Votes
11 weeks ago
As a Stats PhD from Columbia, I find it offensive that these analysts are comparing the first full quarter after the Apple Watch release (Q3 2015) to a quarter in which the first Series 2 barely shipped within the last few weeks (Q3 2015).

Seriously, guys.. how low can you go for a headline. The only real comparison is between the first full quarters after each product release. I would be shocked if Q4 2016 does not surpass Q3 2015 and Q4 2015 combined.
Rating: 25 Votes
11 weeks ago
Yeah sure...
Whatever Tim
Rating: 25 Votes
11 weeks ago
The folks at IDC are like, oops! We never thought Apple would comment on our made up numbers!
Rating: 25 Votes
11 weeks ago
"Sales growth is off the charts."

Tim needs to turn on the auto-scale feature in Excel's charts.
Rating: 23 Votes
11 weeks ago
This is proof the AW is a flop
Rating: 22 Votes
11 weeks ago

As a Stats PhD from Columbia, I find it offensive that these analysts are comparing the first full quarter after the Apple Watch release (Q3 2015) to a quarter in which the first Series 2 barely shipped within the last few weeks (Q3 2015).


As someone who actually knows about stats and business, I find it offensive that someone with a made up stats degree fails to grasp the difference between sales and sell through.
Rating: 20 Votes
11 weeks ago
One of the most popular gifts this holiday? Um sure Tim.
Rating: 18 Votes

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