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
While the iPhone 18 Pro and iPhone 18 Pro Max are not launching until September, there are already plenty of rumors about the devices.
It was initially reported that the iPhone 18 Pro models would have fully under-screen Face ID, with only a front camera visible in the top-left corner of the screen. However, the latest rumors indicate that only one Face ID component will be moved under the...
Apple will unveil watchOS 27 during its WWDC 2026 keynote on Monday, June 8, and a handful of new features have been rumored already.
The first developer beta of watchOS 27 should be available immediately following the keynote, and a public beta typically follows in July. The update should be released to all users with a compatible Apple Watch model in September.
Below, we recap watchOS...
Reports and rumors suggest the next MacBook Pro that Apple will release might not be a MacBook Pro at all. It could actually be something altogether new and more exciting – a "MacBook Ultra" – positioned above the Pro as Apple's top-tier laptop, suggesting that the current M5 Pro and M5 Max models will remain on sale when it launches.
The MacBook would be just the latest Apple product to ...
