Tim Cook admits Apple didn’t realise how popular the iPhone 7 Plus would be with customers
Speaking out after Apple’s Q2 2017 financial earnings call on Tuesday that saw the company beat expectations by announcing an $11 billion profit on $52.9 of revenue, Apple CEO Tim Cook has said Apple didn’t realise how popular the iPhone 7 Plus would be, adding that the unforeseen demand for the larger iPhone 7 handset caused stock shortages late into the December quarter.
“One of the things we didn’t get right was the mix between the iPhone 7 and iPhone 7 Plus,” said Cook. Part of the success of the iPhone 7 Plus was the dual camera setup which offers users the ability to shoot depth of field/portrait photography.
According to Cook, Apple learns from its mistakes. “Every time we launch something, we learn something, and we brush up our models and apply everything we learn for next time,” he said.
“One of the things we didn’t get right was the mix between the iPhone 7 and iPhone 7 Plus,” said Cook. “Demand was much stronger towards the iPhone 7 Plus than we expected.”