1 Small Detail In iPhone 7 Announcement Raises a Big Question About Where Apple Is Heading

Since the announcement of the very first iPhone way back in 2007, Apple has come to have a real knack for building wildly successful product launches. In the years to follow, several more versions of the iPhone were released, practically all to hoards of ravenous fans. It’s never been hard to judge the success of these launches; all you have to do is look at the pre-order numbers to see that each one has driven insatiable demand from the public.

The latest iPhone event, the announcement of the iPhone 7, is a little different though – not in the sense that people weren’t excited about it, but because something very important was missing after the excitement died down.

There were no pre-order numbers. Apple simply didn’t release them.

Now, we can speculate all day about the different reasons why Apple would choose to withhold this information, but the most obvious motivation is that the numbers aren’t nearly as good as the many iPhone launches that came before this one.

Zero Hedge has more:

In the first sign that orders for the “transitional”, “headphone jackless” iPhone 7 may be a material disappointment, moments ago Apple, in a radical departure from its previous direct communications with CNBC, advised the business channel that it will no longer be releasing iPhone pre-order numbers as it traditionally has in the past.

This is what CNBC just tweeted:


“We expect iPhone 7 and iPhone 7 Plus will be incredibly popular with customers and we are thrilled to begin taking pre-orders on September 9. Customers will receive their new iPhones starting September 16.

In years past, we’ve announced how many new iPhones had been sold as of the first weekend following launch. But as we have expanded our distribution through carriers and resellers to hundreds of thousands of locations around the world, we are now at a point where we know before taking the first customer pre-order that we will sell out of iPhone 7.

These initial sales will be governed by supply, not demand, and we have decided that it is no longer a representative metric for our investors and customers. Therefore we won’t be releasing a first-weekend number any longer. We are reiterating the financial guidance for the September quarter that we provided on July 26.”

As a reminder, AAPL’s gross profit is the single biggest contributor to the bottom line of the entire S&P500: its $54 billion in 2015 profits amounted to 7% of the S&P500’s full year earnings; if this statement is indeed indicative of Apple’s concerns after the first day of preorders, it appears the S&P is about to have 7 consecutive quarters of declining earnings.

Could this be a sign that Apple will struggle with this latest iteration of the iPhone? Give us your take in the comments.