OK, let me elaborate on my post:
Selling to whom: End-Users or carriers, retailers? When the X was launched I was in London shortly afterwards where they had the X on display at an airport store. An employee proudly announced that they already got stock in store (for lowest market price, so a good deal if you wanted one). At an airport. Guess what. Literally not a single person cared. The X is simply too expensive to be sold off-contract. If you sell on contract you can even charge 1500$/€/... because it's basically leasing. This kind of price policy doesn't scale. In Europe, unlike the US, the average contract is like 10-20€. If you want the X you got to pay like 50+ per month compared to SIM only. People do the math.
Selling by what: I'm certain this can only be raw revenue the X created by its price as the X for sure didn't outsell in units sold. Again, revenue created by whom?
In comparison to what: This is where statistics kick in and the bookkeepers move their numbers to make them match. Do we compare to a specific month/quarter/overall time? Which continent (!) or overall? Are we counting "orders placed" or "orders fullfilled"? Carries may be placing a large volume order which they cancelled later due to low demand on their side.
Unless you have detailed insights into Apples orders everything is speculation.
I, for my part, trust in what I have seen. And I haven't seen many X.