Apple CEO Tim Cook has responded to an industry report from market research firm IDC by claiming that the company is on track for the “best quarter ever” from an Apple Watch sales perspective.
The report by IDC had previously stated that Apple’s share of the wearables market had fallen to around the 5% mark, suggesting that fitness trackers were dominating that particular market, and were currently “reigning supreme.” Tim Cook responded to the report with a note issued to Reuters, remaining positive and upbeat about the recent sales performance of Apple Watch.
The aforementioned IDC report has suggested that Apple shipped approximately 1.1 million Apple Watch units during the third quarter. A number that has fallen from an estimated 3.9 million units during the same time period last year.
The research firm doesn’t have the exact reasons behind the slump in sales, but has speculated that consumers have stayed away from the Apple Watch due to its “aging lineup” and “unintuitive user interface.” Apple has directly addressed those concerns with software updates as well as the release of the Series 2 Apple Watch, but not in enough time to impact third quarter sales.
What’s particularly interesting is that while IDC uses the data to paint a negative picture of Apple Watch performance, Apple CEO Tim Cook has responsibility to the company and its shareholders to paint over that image with positivity. That positivity comes from the fact that Apple Watch has hit a new sell-through rate recently, as well as the opinion that the hardware is going to be one of the most “popular gifts holiday gifts this year.”
Sales growth is off the charts. In fact, during the first week of holiday shopping, our sell-through of Apple Watch was greater than any week in the product’s history. And as we expected, we’re on track for the best quarter ever for Apple Watch.
Cook is yet to actually respond to requests for specific sales information pertaining to the Apple Watch. Unlike products like the iPhone, iPad, or Mac, Apple doesn’t actively publish or promote the exact sales figures of products like the Apple Watch. Instead, the company groups the hardware into its “other products” category alongside other hardware like Apple TV. What’s your thoughts on the Apple Watch? Is it up there on your list of must haves, or do you think Apple needs to innovate further?
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