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More details on the supply chain were revealed this weekend and consensus is growing that sales figures for iPhone XS, XS Max and XR do not meet expectations.
Why is this good news for Apple? Because these short-term reports will play in the new long-term story that Tim Cook and his team are trying to put in place.
Given the lower projections of each part of the supply chain, which are easily identifiable, there is a reduction in orders. I doubt that Apple deliberately ordered to lower demand at the last moment. It is more likely that Apple has made an estimate of sales, and this estimate is too high and of course corrects its partners.
Nevertheless, Apple's iPhone sales will be perceived as falling by analysts and the sector.
Apple Design Director, Jony Ive (left) and Apple CEO Tim Cook, inspect the new iPhone XR (photo taken by Qi Heng / VCG via Getty Images)Getty
Apple has already announced that it would no longer offer sales figures for the iPhone, but that it would focus on Apple's software and services in the near future. With the increase in the retail price of major iPhones and increased device margins, it is likely that Apple's revenues and profits will remain high.
This increase in numbers, coupled with the perception of lower sales, will (hopefully) confirm that Tim Cook's new scenario for Apple is working.
Whether the markets see it or not, it will decide if this story is happy or if it has a twist in the queue.
Discover now why many think that iPhone sales are down …
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More details on the supply chain were revealed this weekend and consensus is growing that sales figures for iPhone XS, XS Max and XR do not meet expectations.
Why is this good news for Apple? Because these short-term reports will play in the new long-term story that Tim Cook and his team are trying to put in place.
Given the lower projections of each part of the supply chain, which are easily identifiable, there is a reduction in orders. I doubt that Apple deliberately ordered to lower demand at the last moment. It is more likely that Apple has made an estimate of sales, and this estimate is too high and of course corrects its partners.
Nevertheless, Apple's iPhone sales will be perceived as falling by analysts and the sector.
Apple Design Director, Jony Ive (left) and Apple CEO Tim Cook, inspect the new iPhone XR (photo taken by Qi Heng / VCG via Getty Images)Getty
Apple has already announced that it would no longer offer sales figures for the iPhone, but that it would focus on Apple's software and services in the near future. With the increase in the retail price of major iPhones and increased device margins, it is likely that Apple's revenues and profits will remain high.
This increase in numbers, coupled with the perception of lower sales, will (hopefully) confirm that Tim Cook's new scenario for Apple is working.
Whether the markets see it or not, it will decide if this story is happy or if it has a twist in the queue.
Discover now why many think that iPhone sales are down …
