Apple Stops Revealing First-Weekend Sales; Says “No Longer Representative Metric”

Iphone 7

Following rumours of lower-than-expected iPhone 7 orders, here is another possible reason Apple might start to worry: Unlike after every new iPhone release, the company won’t release first-weekend sales numbers moving forward.

Apple says it expects the iPhone 7 and 7 Plus to be “incredibly popular” among customers, and that the new device will be delivered to customers who pre-order it tomorrow on September 16.

Initial sales will be governed by supply, not demand, and we have decided that it is no longer a representative metric for our investors and customers. Therefore we won’t be releasing a first-weekend number any longer.

Now that Apple has expanded its distribution through carriers and resellers to hundreds of thousands of locations worldwide, the company has reached a point where “we know before taking the first customer pre-order that we will sell out of iPhone 7”, Apple said in statement to CNBC.

The company’s guidance will remain unchanged, and Apple expects revenue to be between $45.5 billion and 47.5 billion.