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 recently added the iPhone 16e to its refurbished store, with U.S. pricing starting as low as $419 for a model with 128GB of storage.
Originally released in February 2025, the iPhone 16e is a lower-end device with a 6.1-inch OLED display, an A18 chip with 8GB of RAM for Apple Intelligence support, a single 48-megapixel rear camera, a 12-megapixel front camera, a USB-C port, an Action...
Using Apple Intelligence camera features in the Home app will require an iCloud+ plan starting at 2TB, according to Apple. Apple shared the detail in its notes for the third macOS Golden Gate beta that was released today.
In iOS 27, iPadOS 27, and macOS 27 Golden Gate, the Home app is able to generate written summaries for motion alerts from HomeKit Secure Video cameras. It's also able to...
New Chinese regulatory certification filings appear to confirm the battery capacities of Apple's upcoming iPhone 18 Pro and iPhone 18 Pro Max models.
According to new filings in China's C3 database, spotted by the leaker known as "Digital Chat Station" on Weibo, the iPhone 18 Pro is seemingly rated for 4,056mAh in China and 4,288mAh in the U.S., up modestly from the iPhone 17 Pro's 3,988mAh...
