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.

Top Rated Comments

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45 months ago
I mean when you have device specific features, dual camera, portrait mode, bigger display etc, people will want it..
Score: 23 Votes (Like | Disagree)
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45 months ago
What then, does Tim Cook know?
Score: 16 Votes (Like | Disagree)
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45 months ago
Could have sold a lot more iPhone 7 if it had the same features as the Plus
Score: 13 Votes (Like | Disagree)
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45 months ago
Hey Tim, I don't think the demand was all that big for a plus-sized phone. Although, there's definitely a demand for the better camera. So when you pull an annoying move by restricting the nice camera to the plus-sized model only, then of course more people are going to buy that one.... duh. What you should be doing is making the same phone in 2 different sizes. That's what people actually want. I'd love to have the iPhone 7 Plus features in the iPhone 7 size.
Score: 12 Votes (Like | Disagree)
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45 months ago
You'd think they'd have a market research budget second to none in order to address these sort of things.
Score: 11 Votes (Like | Disagree)
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45 months ago
I wonder how the mix would be if they had put the same features (sans screen size) into all the iPhones. Is it the big screen that is the lure or the features not available elsewhere?
Score: 10 Votes (Like | Disagree)

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