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 last week unveiled five new apps, with four announced at WWDC 2026 alongside its upcoming fall software updates, one released in beta for developers, and one released independently by its subsidiary Claris.
Siri AI App
One of the biggest announcements of WWDC 2026 was Siri AI, a ground-up rebuild of Apple's voice assistant that for the first time comes with a dedicated standalone...
Apple today detailed why five Apple Watch models will miss out on watchOS 27 and the new Siri AI features that come with it.
The Apple Watch Series 6, 7, 8, SE 2, and the original Apple Watch Ultra will not receive watchOS 27, and will only get basic security updates going forward. With the update, Apple is effectively dropping three years' worth of device support in a single software...
Apple's annual WWDC developers conference is in the rearview mirror, but there is still a lot to look forward to over the next year and beyond.
In his Power On newsletter today, Bloomberg's Mark Gurman listed around 20 products that he expects Apple to release across the remainder of 2026 and 2027.
Now that the more intelligent and personal version of Siri has finally arrived in beta, a...
