Apple Won’t Release First-Weekend iPhone 7 Sales Numbers

Don’t expect any stories about iPhone 7 sales records any time soon: Apple won’t release first-weekend sales numbers for the device, the company told Reuters Thursday. That’s a departure from previous years, when Apple frequently used the metric to highlight demand for newly introduced iPhone models.

Apple justified the move by declaring that first-weekend sales are “no longer a representative metric for our investors and customers,” with a spokesperson arguing that sales during these first few days after the release of a device are largely dictated by supply rather than demand. “We will sell out of iPhone 7,” she told Reuters.

That kind of logic may not necessarily pacify investors who are anxious about the sales performance of the new device. Apple has seen iPhone sales decline year-over-year for the past two quarters, and any additional piece of good news could have alleviated fears that these declines will continue.

However, a vague assurance that the phone will sell out, without any information of what that means in absolute numbers, doesn’t seem to have done the trick. Apple’s stock was down 2.3% Thursday morning after the company revealed its policy change on first-weekend sales numbers.

Popular on Variety

Apple officially unveiled the iPhone 7 at an event in San Francisco on Wednesday. Just as a number of leaks had suggested beforehand, the device eliminates the headphone jack, while the iPhone 7 Plus model includes a dual-lens camera. Apple also introduced a new set of Bluetooth-based wireless earbuds, AirPods, sold separately for $159.

More Digital

  • Activision-Blizzard-Overwatch-League-Grand-Finals-2018

    YouTube Scores Exclusive Streaming for Activision Blizzard's E-Sports, Including Overwatch and Call of Duty Leagues

    YouTube landed a multiyear deal as the exclusive live-streaming partner for Activision Blizzard’s e-sports events worldwide, including Overwatch League, Call of Duty League, Hearthstone Esports. The agreement (which excludes China) promises to give a big boost to YouTube Gaming, the video giant’s dedicated home for all things related to games. It’s also a loss for [...]

  • Grammy Moments Brandi Carlile John Legend

    What's a Grammy Moment Worth? Brandi Carlile, John Legend, Label Execs Weigh In

    In simpler times, an artist could see album sales spike to over 500,000 in the days after a Grammy Awards broadcast appearance. That was Santana’s experience in 2000. Following a performance on the show and eight Grammy wins, “Supernatural” flew off the shelves — a gold certification from one key look. Today, that seems downright [...]

  • Netflix-logo-N-icon

    Netflix Sets Up Italian Office in Rome (EXCLUSIVE)

    After opening its doors in Paris last week, Netflix is setting up an office in Rome, Variety can reveal. The streaming giant has confirmed that it will move its Italian team, which is now based in Amsterdam, to new offices in the Italian capital, where they are currently seeking a space. The process will take [...]

  • Jill Dickerson - Snap

    Snap Taps OWN's Jill Dickerson to Lead Unscripted Programming

    Jill Dickerson has left OWN: Oprah Winfrey Network after more than a decade to join Snap Inc., the parent company of Snapchat, as a senior member of the Snap Originals team. A seasoned reality TV exec, Dickerson will help lead the development of Snap’s docu-series and unscripted programming and is based at the company’s Santa [...]

  • Deadspin - Jim Rich

    Deadspin to Relaunch Under New Editor Jim Rich, Following Mass Staff Resignation

    Deadspin, the irreverant sports news and opinion digital-media brand that has been dormant since last November, is going to get re-spun under newly hired editor-in-chief Jim Rich. G/O Media named the veteran editor and journalist, who formerly served as editor-in-chief of the New York Daily News, executive editor at Huffpost, and night sports editor at [...]

More From Our Brands

Access exclusive content