More frequent iPhone leaks and rumors have led to people not buying the existing iPhone 7 and iPhone 7 Plus, according to the one man that should probably know best, Apple CEO Tim Cook.

The claim came during recent earnings call that took place only this week, and Cook’s assertion that the rumor mill is hurting iPhone sales comes as more and more iPhone 8 leaks have appeared in the past weeks.

While Tim Cook did not go into detail about the leaks and the impact they are having on Apple’s iPhone sales figures currently, he did say that “earlier and much more frequent reports about future iPhones” are indeed causing prospective iPhone buyers to think twice before splashing their cash.

Rumors of future iPhones are nothing new. Ever since before the first iPhone was launched in 2007, the game of reading tea leaves and guessing what Apple will release has been a major part of the build up to a new release. The difference now, though, is that rumors are appearing too soon following the launch of a new iPhone, with information about the next one already beginning to leak more quickly than has previously been the case.

The iPhone 8 was over six months away from its (expected) announcement, but leaks discussing what that iPhone will consist of were already circulating. Potential purchasers are having their heads turned sooner than they were a few years ago.

Apple’s cause in 2017 is not helped by the fact that a major release is expected, with the iPhone 8 pulling out all the stops in order to celebrate the iPhone’s 10th anniversary. Anyone looking to pick up a new iPhone today has to weigh up the pros and cons of buying a few months away from what could be the biggest iPhone launch of the decade.

And that, according to Cook, is causing problems for Apple’s numbers.

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