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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.

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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.

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