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.


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.

Top Rated Comments

(View all)
Avatar
32 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)
Avatar
32 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)
Avatar
32 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)
Avatar
32 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)
Avatar
32 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)
Avatar
32 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)

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