“That was hotly contested and it was a huge risk. Analysts still disagree about the outcome, even though the outcome is now an observable fact (we saw sales and earnings). The idea that consumers would pay up more than $1,000 for a phone was risky, and it was yet riskier to let people ‘opt out’ by just going with iPhone 8,” Gottlieb writes. “But, the real movement for Apple last quarter was the astonishing rise in its average selling price (ASP) per iPhone.”
“This cycle (quarter) saw a huge pop out of a pretty tight range. The big jump is because of the $999 super-premium iPhone X, which costs nearly $240 more than the iPhone 7 Plus, which was previously Apple’s most expensive phone. CEO Tim Cook said: ‘Honestly speaking, there’s no comparison in the revenue, it’s hugely different. In a positive way, obviously,'” Gottlieb writes. “For now, the arguments can stop — Apple had a super cycle — it was in revenue, and that led to the largest single quarter of earnings ever by a public company. Apple beat another mega cap’s record… Apple. And it also dethroned the number three spot, which was Apple.”
Read more in the full article here.
MacDailyNews Take: “In a positive way, obviously.” 🙂
Analyst: Apple well-positioned to generate a ‘Revenue Super Cycle’ this year – February 20, 2018
Apple smashes Street with biggest quarter in company history – February 1, 2018
[Thanks to MacDailyNews Reader “BD” for the heads up.]