Tim Cook: iPhone X is a 'Super Bowl Winner' Even if You Wanted It to Win 'By a Few More Points'
During today's earnings call covering the second fiscal quarter of 2018, Apple CEO declined to provide specific information on iPhone X sales, but he did suggest that the new device has been selling well, a major contrast to reports that have suggested poor sales and waning orders.
According to Cook, customers chose the iPhone X more than any other iPhone "each and every week" of the March quarter, just as they did following the device's launch in the December quarter.
Furthermore, Cook said that the iPhone X marks the first time its most expensive, flagship device has been its most popular device. Cook said that Apple was "surprised somewhat" that the iPhone X was the most popular device each week since its launch. "That's a powerful point," he said. iPhone X was also the most popular smartphone in China during the quarter.
Since we split the iPhone line with the iPhone 6 and iPhone 6 Plus in 2014, this is the first cycle we've ever had where the top of the line iPhone model has also been the most popular.
Referencing customer satisfaction numbers for the iPhone X, Cook said that the device is a "beloved product." He went on to use a Super Bowl metaphor to describe iPhone X sales.
I think it's one of those things where a team wins a Super Bowl. Maybe you want them to win with a few more points, but it's a Super Bowl winner and that's how we feel about it.
Cook also discussed Apple's iPhone X pricing strategy, as he has done in the past. "We price for the value we're delivering," he said. "The iPhone X is the most innovative product on the market, and as I've said a few times, it's jam packed with technology that sets the smartphone up for the next decade. That's how we priced it."
Cook also said that Apple will "continue to provide" different iPhones to meet different consumer needs, perhaps referencing plans to introduce a three iPhone lineup in 2018.
Popular Stories
Apple today introduced the iPhone 16e, its newest entry-level smartphone. The device succeeds the third-generation iPhone SE, which has now been discontinued.
The iPhone 16e features a larger 6.1-inch OLED display, up from a 4.7-inch LCD on the iPhone SE. The display has a notch for Face ID, and this means that Apple no longer sells any iPhones with a Touch ID fingerprint button, marking the ...
Over the years, Apple has switched from an aluminum frame to a stainless steel frame to a titanium frame for its highest-end iPhones. And now, it has been rumored that Apple will go back to using aluminum for three out of four iPhone 17 models.
In an investor note with research firm GF Securities, obtained by MacRumors this week, Apple supply chain analyst Jeff Pu said the iPhone 17, iPhone...
Now that Apple has announced its new more affordable iPhone 16e, our thoughts turn to what else we are expecting from the company this spring.
There are three product categories that we are definitely expecting to get upgraded before spring has ended. Keep reading to learn what they are. If we're lucky, Apple might make a surprise announcement about a completely new product category.
M4...
Apple is set to "significantly change" the iPhone's design language later this year, according to a Weibo leaker.
In a new post, the user known "Digital Chat Station" said that the iPhone's design is "starting to change significantly" this year. The "iPhone 17 Air" reportedly features a "horizontal, bar-shaped" design on the rear, likely referring to an elongated camera bump. On the other...
In a social media post today, Apple CEO Tim Cook teased an upcoming "launch" of some kind scheduled for Wednesday, February 19.
"Get ready to meet the newest member of the family," he said, with an #AppleLaunch hashtag.
The post includes a short video with an animated Apple logo inside a circle.
Cook did not provide an exact time for the launch, or share any other specific details, so...
Wednesday February 19, 2025 11:38 am PST by
Juli CloverFollowing the launch of the iPhone 16e, Apple updated its iOS 18, iPadOS 18, and macOS Sequoia pages to give a narrower timeline on when the next updates are set to launch.
All three pages now state that new Apple Intelligence features and languages will launch in early April, an update from the more broader April timeframe that Apple provided before. The next major point updates will be iOS ...
The first iOS 18.4 beta for iPhones should be just around the corner, and the update is expected to include many new features and changes.
Bloomberg's Mark Gurman expects the iOS 18.4 beta to be released by next week.
Below, we outline what to expect from iOS 18.4 so far.
Apple Intelligence for Siri
Siri is expected to get several enhancements powered by Apple Intelligence on iOS...
Apple released the HomePod mini in November 2020, followed by the AirTag in May 2021, and both still remain first-generation products.
Fortunately, rumors suggest that both the HomePod mini and the AirTag will finally be updated at some point this year.
Below, we recap rumors about the HomePod mini 2 and AirTag 2.
HomePod mini 2
In January 2025, Bloomberg's Mark Gurman said Apple is ...
