Apple CEO Tim Cook: 'Demand Was Stronger Towards iPhone 7 Plus Than We Expected'
Apple did not expect so many people to choose the iPhone 7 Plus over the iPhone 7, according to statements made by Apple CEO Tim Cook during today's second quarter earnings call.
"One of the things we didn't get right was the mix between the iPhone 7 and iPhone 7 Plus," said Cook. "Demand was much stronger towards the iPhone 7 Plus than we expected." Apple's misestimation of the popularity of the iPhone 7 Plus led to some shortages of the bigger-screened device during the December quarter.
Apple sold the highest number of Plus models in the first half of fiscal 2017 than ever before, higher than the iPhone 6 and 6s lineups. Cook says it took Apple a while to "bring the iPhone 7 Plus into balance," something that occurred early in the second quarter.
According to Cook, Apple learns from its mistakes. "Every time we launch something, we learn something, and we brush up our models and apply everything we learn for next time," he said.
Popular Stories
Apple's annual four-day Black Friday through Cyber Monday shopping event is returning on Friday, November 28 through Monday, December 1 in many countries, including the United States, Canada, Australia, New Zealand, France, Germany, Italy, Spain, the United Kingdom, Belgium, the Netherlands, Sweden, Thailand, and others.
During the shopping event, customers can get an Apple gift card with...
Apple's iPhone development roadmap runs several years into the future and the company is continually working with suppliers on several successive iPhone models at the same time, which is why we often get rumored features months ahead of launch. The iPhone 18 series is no different, and we already have a good idea of what to expect for the iPhone 18 Pro and iPhone 18 Pro Max.
One thing worth...
Apple provided developers with the third beta of an upcoming iOS 26.2 update, and there are still new features that are being added with each beta that we get. We've rounded up all of the changes that Apple made in beta 3.
AirDrop
Apple added new AirDrop functionality, providing a way for two people to share files temporarily without having to add one another as contacts.
iOS 26.2...
Apple today announced an expansion of AppleCare+ coverage in India, with new options for monthly and annual plans, and the addition of Theft and Loss for iPhone for the first time.
Options for monthly and annual AppleCare+ plans in India provide more choice and flexibility, allowing users to keep coverage for as long as they require. Apple's vice president of Worldwide iPhone Product...
Apple's eighth-generation iPad mini is highly likely to arrive next year, offering a significant refresh of the device with at least four major new features.
OLED Display
The next-generation version of the iPad mini could feature an OLED display, as part of Apple's plan to expand the display technology across many more of its devices. Apple's first OLED device was the Apple Watch in 2015, ...
A new study has revealed that the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and iPhone Air achieve significantly faster average Wi-Fi speeds compared to the iPhone 16 series, thanks to Apple's custom-designed N1 chip.
The study was conducted by Ookla, the company behind the popular Speedtest website and app. It said the results are based on global, crowdsourced Speedtest user data...
In select U.S. states, residents can add their driver's license or state ID to the Wallet app on the iPhone and Apple Watch, providing a convenient and contactless way to display proof of identity or age at select airports and businesses, and in select apps.
Starting this Wednesday, November 19, the feature will be available to residents of Illinois.
The announcement confirmed that the...
We're getting closer to Black Friday, which lands next week on Friday, November 28. In the lead-up to the shopping holiday, we're tracking a few lowest-ever prices on Apple's most popular Macs, including the M4 MacBook Air and brand new M5 MacBook Pro.
Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment,...
iOS 26.2 is currently in beta testing. The upcoming update includes a handful of new features and changes on the iPhone, including a new Liquid Glass slider for the Lock Screen's clock, offline lyrics for Apple Music, and more.
In a recent press release, Apple confirmed that iOS 26.2 will be released to all users in December, but it did not provide a specific release date.
Keep reading...
Apple today released updated firmware for several accessories, including the 140W USB-C Power Adapter, the Magic Trackpad 2, the Magic Trackpad USB-C, the Magic Keyboard with Touch ID, and the Magic Keyboard with Touch ID and Numeric Keypad.
There is no word on what's included in the updated firmware at this time, but it could offer performance improvements and security updates. Accessory...
