While Apple’s iPhone X was a critically well-received smartphone, sales of the device have been obscured so far, with Apple naturally not being one to disclose sales of a device before earnings releases.
However, according to Canalys, while the iPhone X performed below analysts lofty expectations, it still shipped a respectable 29 million smartphones, being the best shipping smartphone over the Christmas and New Year holiday season.
“The iPhone X performance is impressive for a device priced at US$999, but it is slightly below industry expectations,” said Ben Stanton, Analyst at Canalys. “Apple struggled with supply issues in early November, but achieved a massive uplift in production in late November and throughout December. This helped it meet and even exceed demand in some markets by the end of the quarter. One major benefit to Apple is that customers are increasingly realizing the residual value of their old smartphones, opting for trade-in programs to offset the high price of the iPhone X. But that big price tag, and Apple’s split launch strategy, still had an impact, and shipments were not the fastest ever for an iPhone.”
Canalys also noted that the iPhone 8 and lower models were also in high demand for their value in money, with Apple having what the firm called its best performance till date.
Apple has been rumoured to be stopping production on the iPhone X rather than reducing its price and reselling it when the next iPhone releases, with the iPhone 8 and 8 Plus presumably taking on that role. Apple might also be selling a big-screened iPhone, albeit without 3D touch later this year.
As the year goes on, Apple’s iPhone plans will come more into focus, but reports of the firm’s sales struggles are no doubt uninformed.