Jobs’ Mob has always used the first weekend of sales to confirm to the world that its marketing has paid off and the phone is a success. Lately it has inflated those sales by adding in those from China and pre-orders. All this is used to make this version of the phone appear like it is selling better than the last one.
However now Apple has said it won’t provide opening weekend sales numbers for new iPhone launches. Apple said Thursday in a statement that it won’t continue the practice because it’s “now at a point where we know before taking the first customer pre-order that we will sell out of iPhone 7.”
Apple said that “initial sales will be governed by supply, not demand,” leading the company to determine that opening weekend numbers are “no longer a representative metric for our investors and customers.”
The only reason for withholding the numbers is that it is hoping to create another marketing illusion. We already know that it has ordered less iPhone 7s from its suppliers. It will run out of sales on the first weekend and create the illusion of scarcity and popularity. If market watchers don’t know the numbers no one will know that the phone is not selling well at all, simply that it has just sold out.
The Tame Apple Press can be guaranteed to say the iPhone 7 is a selling out and report scarcity. In fact if sales are as poor as expected the Apple can even blame them on supply issues.
The iPhone 7 and iPhone 7 Plus become available for pre-order on Friday, while Apple and carrier retail stores will begin selling the phones 16 September. The new models are basically the same is the iPhone 6, with a slightly better chip and the inconvenience of having a terrible wireless speaker system.
Apple’s forecast for the quarter ending in September hasn’t changed, the company said in the statement. Apple on 26 July 26 projected fiscal fourth quarter revenue from $45.5 billion to $47.5 billion. Apple reported sales of $51.5 billion and more than 48 million iPhones sold in the same quarter last year.