Prior to yesterday’s AAPL earnings report, all the speculation about iPhone sales was doom-and-gloom. Although analysts were predicting that Apple would hit its guidance – and it would have been a dramatic shock if it had failed to do so – anyone reading the reports could be forgiven for thinking iPhone sales were tanking.
In particular, it appeared that the iPhone X was very far from the success that analysts had earlier predicted.
The early talk was of a new ‘supercycle’ – that the radical new design of the iPhone X would lead to the same kind of dramatic boost to sales we saw when Apple made its move into larger-screened phones with the iPhone 6. But that idea didn’t last long, as subsequent reports suggesting that Apple was now halving its sales expectations for the quarter …
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