Why won't Apple tell us iPhone 7 pre-order numbers?


Apple will not be releasing iPhone 7 pre-order numbers, a first for the company. However, the company predicts it will sell out of the iPhone 7 even before pre-orders begin.

In a statement to CNBC, Apple said it would not be releasing data about iPhone 7 pre-orders because that info “is no longer a representative metric for our investors and customers.” Apple continues, explaining that the iPhone 7 will be in short supply since the company increased its distribution network to many more stores across the world.

Apple iPhone 7 pre order statement
Apple’s statement to CNBC.

We previously reported that it might be tough getting your hands on the iPhone 7 due to a component shortage. This won’t the first time an iPhone launch has sold out; the iPhone 6 faced similar supply issues in 2014 and the iPhone 5 also faced insufficient component supplies.

It seems odd that Apple is only now refusing to disclose iPhone 7 pre-order numbers as previous iPhones have sold out at launch as well. The company has historically been happy to disclose record-breaking pre-order numbers during every iPhone launch.

Apple iPhone 7 bottom
Goodbye, headphone jack.

Apple’s statement may mean the company is expecting continued flat iPhone sales. The removal of the headphone jack an incremental updates may turn off customers to the new phone.

Still, Apple confidently says, “we are now at a point where we know before taking the first customer pre-order that we will sell out of iPhone 7.”

The iPhone 7 will be available for pre-order this Friday, September 9 with devices arriving in customer’s hands as early as September 16.

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