Apple’s quarterly earnings call took place yesterday and again the company outlined another impressive three months as far as sales and revenue are concerned. All of this has been helped along by strong iPhone X sales numbers, something that had been rumored to be very much not the case up until the call.

Following weeks of claims by numerous analysts and “sources” that the iPhone X was selling so poorly that it is set to be ditched later this year, Apple CEO Tim Cook took time during the earnings call to single out the flagship device, pointing out that not only is it selling just fine but that it is actually the best selling iPhone in the currently lineup.

Cook also confirmed that this is the first time that the most costly device in the iPhone lineup has been its most popular.

Since we split the iPhone line with the iPhone 6 and iPhone 6 Plus in 2014, this is the first cycle we’ve ever had where the top of the line iPhone model has also been the most popular.

Cook also noted that the iPhone X was the most popular smartphone in China during the quarter, something that no doubt helped the overall sales figures.

On the fact that this is the first time Apple’s most costly iPhone has been its most popular, it’s worth nothing that this would normally be the Plus device. Essentially a larger version of the standard iPhone with improved camera capabilities since the introduction of the iPhone 7 Plus, this would suggest that users prefer the smaller form factor afforded by the standard iPhone model, something that the iPhone X continues to offer alongside all the benefits normally associated with a larger Plus device.

Enjoying a sports metaphor for a moment, Tim Cook did suggest that it’s possible the iPhone X could have sold better, but that it still proved to be a “Super Bowl winner.”

I think it’s one of those things where a team wins a Super Bowl. Maybe you want them to win with a few more points, but it’s a Super Bowl winner and that’s how we feel about it.

Everyone loves a winner.

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