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The start of sales of new Apple devices is almost always a big event. In its modern history, iPhones have mainly contributed to this development, while the announcement of the first sales figures has always been a significant part of the event. That will change this year.

So far, each subsequent generation of the iPhone has (at least at launch) sold faster than the previous one. This can be influenced by several factors:

  • there is indeed more and more immediate interest in iPhones,
  • Apple expands the number of markets where the iPhone is available at launch,
  • Apple is able to produce more iPhones faster year after year.

Despite the last point, iPhones have long been sold out shortly after going on sale. Apple expects the same scenario this year, which is why it has decided not to release initial sales figures, saying that the supply will not be able to meet the demand and the ideas about the demand will be distorted by this.

Apple says sales numbers are "no longer a representative unit" of success. The most important part of this quote is probably the word "already", because the initial supply of iPhones has not been able to satisfy demand for a long time.

The second interpretation is that Apple is preparing for the possibility that the sales numbers of the new iPhones would no longer break records. Even if it doesn't happen this year, it could be a preparation for the more distant future. From a rational point of view, it can be expected that the speed of sales simply cannot increase indefinitely, but in short reports and newspaper headlines, rational considerations often do not have much room.

Source: The Verge
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