Analyst: Apple should break its silence on Apple Watch unit sales

“Apple iPhone sales are poised to impress again in the company’s June quarter results, Deutsche Bank analyst Sherri Scribner said in a report Sunday,” Patrick Seitz reports for Investor’s Business Daily. “But Apple Watch remains a ‘wild card,’ given limited details about its initial sales from the company, she said.”

“Even though Apple has signaled that it won’t discuss early sales of its smartwatch, Scribner believes investors will be disappointed if Apple does not disclose numbers for the new product,” Seitz reports. “‘This quarter marks the first quarter of Watch sales,” she said. “After tight supply early on, continued international expansion and recent comments from Apple lead us to believe that supply and demand (have) stabilized. We find it a bit unusual that Apple has not provided an update on sales as typically, Apple provides detail on units shipped for large and successful product launches.'”

Read more in the full article here.

MacDailyNews Take: We find it more than a bit unusual that you were told you weren’t getting the data in exceedingly clear language, yet you’re whining about it publicly and claiming it’s “unusual” when it most certainly is not. Apple is right to shield such sensitive data from competitors.

We’ll be creating a new reporting category called other products. This will encompass everything we report in the accessories category today, including Beats headphones and speakers, Apple TV, and peripherals and accessories for iPhone, iPad, Mac, and iPod. In addition, we’ll begin to include iPod sales in the other products category, and we will also reflect sales of Apple Watch in this line item once it begins shipping in early calendar 2015.Nancy Paxton, Apple’s Senior Director of Investor Relations, October 20, 2014

I’m not very anxious in reporting a lot of numbers on Apple Watch… because our competitors are looking for it.Apple CEO Tim Cook, October 20, 2014

31 Comments

  1. Nonsensical demand; Apple could not care less about those petty profiteers with their silly figure games.

    My prognosis that Apple might release official Apple Watch sales data next January — for the holiday quarter. This is because calendar Q4 will be the first quarter when all models of AW will be actually on free sale and available in majority of markets (which was not/is not the case for starter quarter or the current one).

    Apple Watch holiday sales could be very, very impressive as countless Apple product owners have already gifted each other all kinds of iPads, iPods, iPhones in the previous year, and AW will become quite a hot gift this season.

      1. If that AppleWatch sales number is south of 10 million it will only fuel the fire that AppleWatch is a flop as they expected. There are plenty of people who want AppleWatch to be a flop and there’s nothing that’s going to change that attitude. They have that “the glass is half empty” pessimism.

        AppleWatch hasn’t even been around for two full quarters and it’s being considered a failed product by the media and Wall Street. Every Apple product that isn’t some huge hit from day one will be considered a failure. It’s either feast or famine for Apple and no in-between.

        1. The MOST successful new product Apple launch was the iPad. At 3.270 Million units in 13 weeks (June quarter 2010). Apple Watch will only be available for 10 weeks in the June quarter of 2015. Any total unit results greater than 3.000 Million units should be considered a tremendous success.

        2. Every Apple product has its own sales figures. Some products were exceptionally good, others abysmal. Apparently, Apple Watch sales data are a mystery. Given Apple’s history of releasing sales data of iPhones, iPads, and MacBooks the silence for Apple Watch is being interpreted as a sign of poor sales. People wonder if there is nothing for Apple to gloat about.

      2. Since Jobs took over in ’97 Apple has never guided unit sales. Never. Only sales results.

        Why does ANYONE expect Apple to change its historic practice for the Apple Watch?

        True Apple has announced first weekend sales in the past, but those numbers are virtually worthless in projecting full quarter results.

        In forecasting Apple’s quarterly results the best data comes from Apple’s own guidance, and adding historical guidance to results variance.

  2. I wouldn’t be surprised to see Apple Watch sales surge once people start to realize the viability of silent notifications.

    Early adopter word of mouth travels, but still takes time.

    We’ve all been through early Rev 1 product launches and most people are cautious, so I see nothing unusual to date.

      1. Here’s what I find odd. Amazon doesn’t give out product sales numbers because Jeff Bezos says he doesn’t want to tip his hand to other companies. Amazon investors say, “Fine” because they believe Jeff Bezos is a genius and they happily pour more money into profitless Amazon. Jeff Bezos is a trusted CEO who can do no wrong.

        Wall Street definitely believes Tim Cook is an idiot and a liar. They don’t trust Tim Cook at all and feel he’s always hiding something except for his stance on gay rights. That’s the big difference between Amazon and Apple. Everything Amazon does is correct and wonderful, but everything Apple does is wrong and terrible. Apple has attracted some of the worst investors possible because they have little faith in Apple’s future.

  3. You would think these analysts were smart enough to extrapolate the trend from the “other products” category from the past several quarters to determine what the likely number of Apple Watch sales could be, but no they want to be spoon fed, bloody idiots!!

    1. You sir are probably the most correct.
      The scum on Wall Street are not content with year or year stock increases. They want overnight movement of millions, so they can get rich quick to buy more hookers and drugs.

  4. Average Joe: Analysts should break its silence on analysts track record of predicting anything.

    Sub Headline: Analysts and the companies that give them payola.

  5. Simply the iWatch is priced too high.
    And carrying yet another freaking device around tied to Apple hub is a huge toy for most. After all, the iPhone has a clock on it already. And most people can not stop holding and texting on their phones so why NOW tuck the freaking phone in my pocket and rely on my watch. Apple, it was a good try. Yes you made a fabulous products and gave it far too much variety – complicating the personal choice. Failure.

    1. Yeah the big trend that the US Army set was wearable technology, why on earth did Apple bother with this route -rather than bring us a better Apple TV?
      Does anyone really love wearing a watch, a square chunky clunky none funky Apple Watch. Only those who need to look prestigious and require attention fro what they can afford.

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