Tim Cook: iPhone X is a 'Super Bowl Winner' Even if You Wanted It to Win 'By a Few More Points'

During today's earnings call covering the second fiscal quarter of 2018, Apple CEO declined to provide specific information on iPhone X sales, but he did suggest that the new device has been selling well, a major contrast to reports that have suggested poor sales and waning orders.

According to Cook, customers chose the iPhone X more than any other iPhone "each and every week" of the March quarter, just as they did following the device's launch in the December quarter.

iphone x quad
Furthermore, Cook said that the iPhone X marks the first time its most expensive, flagship device has been its most popular device. Cook said that Apple was "surprised somewhat" that the iPhone X was the most popular device each week since its launch. "That's a powerful point," he said. iPhone X was also the most popular smartphone in China during the quarter.

Since we split the iPhone line with the iPhone 6 and iPhone 6 Plus in 2014, this is the first cycle we've ever had where the top of the line iPhone model has also been the most popular.

Referencing customer satisfaction numbers for the iPhone X, Cook said that the device is a "beloved product." He went on to use a Super Bowl metaphor to describe iPhone X sales.

I think it's one of those things where a team wins a Super Bowl. Maybe you want them to win with a few more points, but it's a Super Bowl winner and that's how we feel about it.

Cook also discussed Apple's iPhone X pricing strategy, as he has done in the past. "We price for the value we're delivering," he said. "The iPhone X is the most innovative product on the market, and as I've said a few times, it's jam packed with technology that sets the smartphone up for the next decade. That's how we priced it."

Cook also said that Apple will "continue to provide" different iPhones to meet different consumer needs, perhaps referencing plans to introduce a three iPhone lineup in 2018.

Related Forum: iPhone

Top Rated Comments

meaning-matters Avatar
47 months ago
Good for Apple and Tim Cook that Apple is selling so much stuff.
But I wish I could still be really enthusiastic about their products.
Score: 40 Votes (Like | Disagree)
thadoggfather Avatar
47 months ago
Gee, Gruber is such an arrogant manchild emotionally invested in a mega corporation -- its hilarious! He's a bad look for Apple imo,

Check out his latest blogpost on-
daringfireball.net

"So much for all that horsesh*t about iPhone X sales being disappointing — average sales price for iPhones is way up year-over-year."

scroll down a little, from merely days ago:

"
SAMSUNG SEES SLOW DEMAND FOR OLEDS USED FOR APPLE’S IPHONE X ('https://www.bloomberg.com/news/articles/2018-04-26/samsung-sees-slow-demand-for-oleds-used-for-apple-s-iphone-x') ★ ('https://daringfireball.net/linked/2018/04/27/samsung-oleds')"

"
Starting to sound like iPhone X sales really are falling short of expectations. You often can’t judge iPhone sales from the perspective of a component maker, because Apple could have switched to another company for the same component. But these flexible OLED displays only come from Samsung. Apple reports earnings for the first calendar quarter on Tuesday."


When he isn't busy rambling about politics like a CNN jockey, he's contradicting himself.
PRICELESS :D I only kinda keep up with what he's spewing for the raw entertainment value
Score: 20 Votes (Like | Disagree)
The Game 161 Avatar
47 months ago
Clearly the iPhone X was a huge hit but not as much as Apple wanted but hey it still did great.
Score: 17 Votes (Like | Disagree)
martyjmclean Avatar
47 months ago
iPhone X costs about $2k in Australia but it’s hands down my favourite phone! Will definitely be keeping it well into next decade.
Score: 15 Votes (Like | Disagree)
Karma*Police Avatar
47 months ago
So much for all the highly paid “experts” and prognosticators predicting massive drop off in sales of iPhone X.
Score: 15 Votes (Like | Disagree)
realeric Avatar
47 months ago
Sad. Apple is going to burn $100 billions to buy stocks. They should have used it for R&D.
Score: 14 Votes (Like | Disagree)

Popular Stories

macbook pro 13 inch banner

Apple Planning Five New Macs for 2022, Including Entry-Level MacBook Pro Refresh

Sunday December 5, 2021 7:55 am PST by
Apple is working on five new Macs for launch in 2022, including a new version of the entry-level MacBook Pro, according to Bloomberg's Mark Gurman. In the latest edition of his "Power On" newsletter, Gurman said that he expects Apple to launch five new Macs in 2022, including: A high-end iMac with Apple silicon to sit above the 24-inch iMac in the lineup A significant MacBook Air...
apple watch series 7 aluminum colors

2022 Apple Watch Lineup Rumored to Include New Apple Watch SE and 'Rugged' Model for Sports

Sunday December 5, 2021 8:22 am PST by
Apple is planning an entire revamp of its Apple Watch lineup for 2022, including an update to the Apple Watch SE and a new Apple Watch with a rugged design aimed at sports athletes, according to respected Bloomberg journalist Mark Gurman. Writing in the latest installment of his Power On newsletter, Gurman said that for 2022, alongside the Apple Watch Series 8, Apple is planning an update to ...
airtag in hand

Apple AirTag Linked to Increasing Number of Car Thefts, Canadian Police Report

Friday December 3, 2021 7:10 am PST by
Apple's AirTags are being used in an increasing number of targeted car thefts in Canada, according to local police. Outlined in a news release from York Regional Police, investigators have identified a new method being used by thieves to track down and steal high-end vehicles that takes advantage of the AirTag's location tracking capabilities. While the method of stealing the cars is largely ...
1x 1

Apple CEO Tim Cook 'Secretly' Signed $275 Billion Deal With China in 2016

Tuesday December 7, 2021 6:49 am PST by
Apple CEO Tim Cook "secretly" signed an agreement worth more than $275 billion with Chinese officials, promising that Apple would help to develop China's economy and technological capabilities, The Information reports. In an extensive paywalled report based on interviews and purported internal Apple documents, The Information revealed that Tim Cook personally forged a five-year agreement...
ipad air arrive feature

iPad Pro With Wireless Charging, iPad Air 5, and iPad 10 Reported to Debut in 2022

Sunday December 5, 2021 8:54 am PST by
Apple is preparing to update three of its iPad models in 2022, including the entry-level iPad, iPad Air, and iPad Pro, according to Bloomberg's Mark Gurman. In his latest "Power On" newsletter, Gurman reiterated Apple's plans to release a new iPad Pro in 2022, featuring a new design and wireless charging, and clarified the company's intention to release new versions of the entry-level iPad...
2021 MBP SD Card Error Feature

Some SD Cards Not Working Properly With 2021 14 and 16-Inch MacBook Pros

Monday December 6, 2021 2:02 pm PST by
The SD card reader slot on the new 14 and 16-inch MacBook Pro models is not functioning as expected with some SD cards, according to multiple reports on the MacRumors forums. In a long complaint thread, MacRumors readers have detailed the issues that they're having with some SD cards, and there seems to be little consistency between reports and affected SD cards. Some SD cards crash and...
airpods pro blue holiday 3

Deals: AirPods Pro With MagSafe Available for $169.99 and Christmas Delivery on Amazon ($79 Off) [Update: Expired]

Monday December 6, 2021 6:03 am PST by
Amazon today has Apple's AirPods Pro with MagSafe Charging Case for $169.99 and delivery before Christmas Day, down from an original price of $249.00. This is $10 off from the rock bottom $159.99 price tag we tracked on Black Friday and Cyber Monday, and still a great deal for anyone shopping this holiday season. Note: MacRumors is an affiliate partner with Amazon. When you click a link and...
life360 app

Tile Buyer Life360 Selling Precise Location Data on Millions of Users

Monday December 6, 2021 1:05 pm PST by
Location tracking service Life360 has been selling the precise location data of tens of millions of its users, according to a new report shared by The Markup. Life360 bills itself as a "family safety platform" app that is meant to allow family members to keep tabs on one another with tracking software that's installed on smartphones, and there are both Android and iPhone apps. The...