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Original poster
Apr 12, 2001
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Earlier today data from market research firm IDC said that Apple Watch's share of the wearables market fell to 5% as fitness trackers "reigned supreme." In an email responding to a Reuters inquiry about the report, Apple CEO Tim Cook said Apple Watch's sell-through rate hit a new high recently.

apple-watch-2-collections-2-800x435.jpg

"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," he said.
Cook added that Apple's data shows that the Watch "looks to be one of the most popular holiday gifts this year." The IDC report estimated that Apple shipped 1.1 million Apple Watch units in the third quarter, down from 3.9 million shipments last year during the same quarter.

IDC attributed the decline to an "aging lineup" and an "unintuitive user interface." Apple addressed those concerns with the Apple Watch Series 2, but the model's launch date in mid-September hampered its impact in the third quarter.

While Cook told Reuters that Apple's sell-through rate was high, he has not yet responded to Reuters' request for specific sales figures. Apple doesn't disclose Apple Watch sales figures, instead grouping it into its "other products" category, which also includes iPod and Apple TV, in earnings results.

Article Link: Tim Cook Says Apple Watch Set New Sales Record in First Holiday Shopping Week
 

Sandybox

macrumors regular
Jul 30, 2016
143
261
Being evasive about the specific sales numbers just continues to make Cook look weak and untrustworthy. Since he took office it's always been "we have great things we can't tell you about". He's yet to deliver a single positive surprise with the product line and increasingly it looks like pursuit of profit is at the expense of Apple reputation and future prosperity.
 

vikram1991

macrumors newbie
Oct 18, 2016
4
23
Is this really surprising? These "analysts" are honestly comparing a quarter in which the Series 2 was barely announced towards the end, to the year-ago quarter, which was the first full quarter after the release of the first Watch.

Bad statistics is bad.

For a real comparison they should be comparing Q3 of last year to Q4 of this year. Their analysis is laughable, but I guess anything for interesting headlines that say a product is doomed.
 

DevNull0

macrumors 68030
Jan 6, 2015
2,612
5,178
Sell through rate is a calculation, commonly represented as a percentage, comparing the amount of inventory a retailer receives from a manufacturer or supplier against what is actually sold to the customer.

A meaningless number in this case. It's as simple as Apple shipped fewer watches this week by a larger number than sales dropped this week.

Timmy is really losing his grip here.
 

swupnil

macrumors member
Nov 12, 2014
35
79
New York, NY
As a Stats PhD from Columbia, I find it offensive that these analysts are comparing the first full quarter after the Apple Watch release (Q3 2015) to a quarter in which the first Series 2 barely shipped within the last few weeks (Q3 2015).

Seriously, guys.. how low can you go for a headline. The only real comparison is between the first full quarters after each product release. I would be shocked if Q4 2016 does not surpass Q3 2015 and Q4 2015 combined.
 

DevNull0

macrumors 68030
Jan 6, 2015
2,612
5,178
As a Stats PhD from Columbia, I find it offensive that these analysts are comparing the first full quarter after the Apple Watch release (Q3 2015) to a quarter in which the first Series 2 barely shipped within the last few weeks (Q3 2015).

As someone who actually knows about stats and business, I find it offensive that someone with a made up stats degree fails to grasp the difference between sales and sell through.
 

swupnil

macrumors member
Nov 12, 2014
35
79
New York, NY
As someone who actually knows about stats and business, I find it offensive that someone with a made up stats degree fails to grasp the difference between sales and sell through.

That difference is fine. I'm not supporting Tim's comments. Just critiquing the IDC analysis of sales.

Additionally, if you are going to point out that Tim's comments about sell-through are uninteresting (which I agree they are), you should have also noticed he mentioned "sales growth is off the charts" and "best quarter ever", both of which regard sales.

In any case, Q4 2016 sales will very likely surpass Q3 2015 and Q4 2015 sales, individually, and possibly even combined. Data from my watch app's user base supports this as well.
 
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Zirel

Suspended
Jul 24, 2015
2,196
3,008
Sales figures can't be that impressive otherwise Apple would be releasing the numbers.

Tell that to Android manufacturers.

Why don't they release their numbers? Specially Samsung.

(Because they are all fake in favor of them)

But Apple actually released the revenue numbers:

16540-94af49b629a98d4621b9e7fc4f4b31f6.jpg


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The folks at IDC are like, oops! We never thought Apple would comment on our made up numbers!

Btw, Windows Phone did surpass iOS back in 2015.

https://www.macrumors.com/2011/03/2...-phone-to-top-iphone-in-market-share-by-2015/
 
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