The worst Apple predictions of all-time

“For a company that’s been around for 40 years, it’s somewhat astounding that Apple remains incredibly misunderstood. As a quick and somewhat broad example, Apple over the years has been consistently criticized for pricing its products too high, even though the company’s core business model has always been the sale of premium products at a premium price,” Yoni Heisler writes for BGR. “And even though Apple over the last 15 years has demonstrated an arguably unrivaled ability to generate cash via a steady stream of new products and ancillary services, the company remains a popular target for analysts and tech observers who have a penchant for claiming that the company’s best days are behind it.”

“The most recent example of analysts getting Apple completely wrong came to light just last week,” Heisler writes. “Ahead of Apple’s earnings report, many analysts were busy predicting doom-and-gloom scenarios for the iPhone X. Amid speculative reports that Apple had slashed production, a narrative asserting that the iPhone X was a huge disappointment, if not a colossal failure, began to take hold.”

“Of course, Apple’s earnings report revealed a completely different story. Not only were iPhone sales strong, Tim Cook explained that the iPhone X was the most popular iPhone model for every single week during the March quarter, a rather impressive feat given the device’s $999 starting price,” Heisler writes. “In light of analysts completely misreading the popularity of the iPhone X, I thought it would be a good time to open up the history books and take a look back at some of the more boneheaded Apple predictions of all-time.”

Read more in the full article – recommendedhere.

MacDailyNews Take: Ah, memories!

Here’s our collection regarding iPhone:

In a perfect world, the next quote you’d hear from the following buffoons would be, “You want fries with that?”

• “[iPhone] just doesn’t matter anymore. There are now alternatives to the iPhone, which has been introduced everywhere else in the world. It’s no longer a novelty.” – Eamon Hoey, Hoey and Associates, April 30, 2008

• “We are not at all worried. We think we’ve got the one mobile platform you’ll use for the rest of your life. [Apple] are not going to catch up.” – Scott Rockfeld, Microsoft Mobile Communications Group Product Manager, April 01, 2008

• “Microsoft, with Windows Mobile/ActiveSync, Nokia with Intellisync, and Motorola with Good Technology have all fared poorly in the enterprise. We have no reason to expect otherwise from Apple.” – Peter Misek, Canaccord Adams analyst, March 07, 2008

• “[Apple should sell 7.9 million iPhones in 2008]… Apple’s goal of selling 10 million iPhones this year is optimistic.” – Toni Sacconaghi, Bernstein Research analyst, February 22, 2008

• “What does the iPhone offer that other cell phones do not already offer, or will offer soon? The answer is not very much… Apple’s stated goal of selling 10 million iPhones by the end of 2008 seems ambitious.” – Laura Goldman, LSG Capital, May 21, 2007

• Motorola’s then-Chairman and then-CEO Ed Zander said his company was ready for competition from Apple’s iPhone, due out the following month. “How do you deal with that?” Zander was asked at the Software 2007 conference. Zander quickly retorted, “How do they deal with us?” – Ed Zander, May 10, 2007

• “The iPhone is going to be nothing more than a temporary novelty that will eventually wear off.” – Gundeep Hora, CoolTechZone Editor-in-Chief, April 02, 2007

• “Apple should pull the plug on the iPhone… What Apple risks here is its reputation as a hot company that can do no wrong. If it’s smart it will call the iPhone a ‘reference design’ and pass it to some suckers to build with someone else’s marketing budget. Then it can wash its hands of any marketplace failures… Otherwise I’d advise people to cover their eyes. You are not going to like what you’ll see.” – John C. Dvorak, Bloated Gas Bag, March 28, 2007

• “Even if [the iPhone] is opened up to third parties, it is difficult to see how the installed base of iPhones can reach the level where it becomes a truly attractive service platform for operator and developer investment.” – Tony Cripps, Ovum Service Manager for Mobile User Experience, March 14, 2007

• “I’m more convinced than ever that, after an initial frenzy of publicity and sales to early adopters, iPhone sales will be unspectacular… iPhone may well become Apple’s next Newton.” – David Haskin, Computerworld, February 26, 2007

• “There’s an old saying — stick to your knitting — and Apple is not a mobile phone manufacturer, that’s not their knitting… I think people overreacted to it — there was not a lot of tremendously new stuff if you think about it.” – Greg Winn, Telstra’s operations chief, February 15, 2007

• “Consumers are not used to paying another couple hundred bucks more just because Apple makes a cool product. Some fans will buy [iPhone], but for the rest of us it’s a hard pill to swallow just to have the coolest thing.” – Neil Strother, NPD Group analyst, January 22, 2007

• “I can’t believe the hype being given to iPhone… I just have to wonder who will want one of these things (other than the religious faithful)… So please mark this post and come back in two years to see the results of my prediction: I predict they will not sell anywhere near the 10M Jobs predicts for 2008.” – Richard Sprague, Microsoft Senior Marketing Director, January 18, 2007

• “The iPhone’s willful disregard of the global handset market will come back to haunt Apple.” – Tero Kuittinen,, January 18, 2007

• “[Apple’s iPhone] is the most expensive phone in the world and it doesn’t appeal to business customers because it doesn’t have a keyboard which makes it not a very good email machine… So, I, I kinda look at that and I say, well, I like our strategy. I like it a lot.” – Steve Ballmer, Microsoft CEO, January 17, 2007

• “The iPhone is nothing more than a luxury bauble that will appeal to a few gadget freaks. In terms of its impact on the industry, the iPhone is less relevant… Apple is unlikely to make much of an impact on this market… Apple will sell a few to its fans, but the iPhone won’t make a long-term mark on the industry.” – Matthew Lynn, Bloomberg, January 15, 2007

• “iPhone which doesn’t look, I mean to me, I’m looking at this thing and I think it’s kind of trending against, you know, what’s really going, what people are really liking on, in these phones nowadays, which are those little keypads. I mean, the Blackjack from Samsung, the Blackberry, obviously, you know kind of pushes this thing, the Palm, all these… And I guess some of these stocks went down on the Apple announcement, thinking that Apple could do no wrong, but I think Apple can do wrong and I think this is it.” – John C. Dvorak, Bloated Gas Bag, January 13, 2007

• “I am pretty skeptical. I don’t think [iPhone] will meet the fantastic predictions I have been reading. For starters, while Apple basically established the market for portable music players, the phone market is already established, with a number of major brands. Can Apple remake the phone market in its image? Success is far from guaranteed.” – Jack Gold, founder and principal analyst at J. Gold Associates, January 11, 2007

• “Apple will launch a mobile phone in January, and it will become available during 2007. It will be a lovely bit of kit, a pleasure to behold, and its limited functionality will be easy to access and use. The Apple phone will be exclusive to one of the major networks in each territory and some customers will switch networks just to get it, but not as many as had been hoped. As customers start to realise that the competition offers better functionality at a lower price, by negotiating a better subsidy, sales will stagnate. After a year a new version will be launched, but it will lack the innovation of the first and quickly vanish. The only question remaining is if, when the iPod phone fails, it will take the iPod with it.” – Bill Ray, The Register, December 26, 2006

• “The economics of something like [an Apple iPhone] aren’t that compelling.” – Rod Bare, Morningstar analyst, December 08, 2006

• “Apple is slated to come out with a new phone… And it will largely fail…. Sales for the phone will skyrocket initially. However, things will calm down, and the Apple phone will take its place on the shelves with the random video cameras, cell phones, wireless routers and other would-be hits… When the iPod emerged in late 2001, it solved some major problems with MP3 players. Unfortunately for Apple, problems like that don’t exist in the handset business. Cell phones aren’t clunky, inadequate devices. Instead, they are pretty good. Really good.” – Michael Kanellos, CNET, December 07, 2006

• “We’ve learned and struggled for a few years here figuring out how to make a decent phone. PC guys are not going to just figure this out. They’re not going to just walk in.” – Ed Colligan, Palm CEO, November 16, 2006


  1. Hey MDN— I assume you iCal all the ANALists doom and gloom forever……Please post this before AAPL Earnings releases every Quarter to remind the “sheeple” not to run for the exits……

    1. Let the sheeple run for the exits and toss their stock away. That will make it a lot easier for Apple to buy back more shares and let serious Apple shareholders buy more shares. There’s nothing worse than a gutless Apple shareholder. Apple stock should be considered rather low-risk to hold especially with such a low P/E. Apple has been performing relatively well for years, so only some scared idiot is going to dump their Apple stock due to an unconfirmed rumor or two.

      The one thing FANG stock shareholders have over Apple shareholders and that’s balls. Tim Cook simply doesn’t know how to create investor confidence despite Apple having all that disposable cash.

    1. who needs analyst negativity when we have boundless Apple fan disgruntlement, disenfranchisement, and disgust? Even me! I look at my gear, a pile of junk. and wonder why I ever bothered defending Apple. Fortunately I can smoothly slide over to Windows 10 users and hold their hands. It gives me a reason to live, after surviving the computing equivalent of Little Big Horn.

  2. The Latest X issue was not Anal-cysts getting it wrong.. IMO… it was mass manipulation… and a successful one.

    Let it be lesson For the next round of FUD .

  3. I liked that trip down memory lane MDN…I liked it a lot!
    Although it doesn’t rival mikey dell’s famous ” give the money back to the share holders” advice, I think the microsoft photo with the pall bearers (“death of the iPhone”) takes the cake!

    1. Remember this one from Dvorak?: “The Macintosh uses an experimental pointing device called a “mouse”. There is no evidence that people want to use these things.”

        1. And we won’t say who, giving you a wink. You mention Enderle and he was always a great source of fun as well. Here is one of his predictions….

          “The expectation on the iPod is that HP’s version will probably outsell Apple’s version relatively quickly.”
          — Rob Enderle

          Of course this is making me all gushy with nostalgia. It would be funny to go back and check out some of our famous quotes and predictions from the local gang. Zune Thang comes to mind and that teacher guy who was always depressed about Apple and called the Apple watch “clunky”.

          Hope you are enjoying the weekend.

  4. Obviously the two “best” are:

    1) Ballmer laughing and saying he likes “our strategy a lot”


    2) Micheal Dell saying they should close Apple down and return the money to shareholders.

    As for me, the minute I saw OS X, I KNEW Apple would make a come back. And, the minute I saw the iPhone I wanted one, ten minutes of having one I knew I would never have any other phone. And, when I saw Job’s demonstration of the iPad I thought “that’s the computer I always wanted.” I even made a full size model of it out of card board to judge its usefulness. . That’s the only product I ever did that for. I still use my iPad 1.

    Now, I give both Microsoft and Micheal Dell credit for how their companies are much better today then back 10 years ago.

    1. Totally agree on the instant magic and personal adoption of both OSX and iPhone. Bought both on day one.

      Alas, those were the golden good old days of Apple. Unfortunately, now we are resigned to accepting buggy software releases, products late to market or in short supply at launch, MacPros neglected since 2013, sealed Mac Minis, MacBook Pro with defective keyboards, and a tone deaf clueless SJW CEO. Sigh …

  5. n 1985, following Steve Jobs leaving Apple, Dvorak wrote, “Maybe when the smoke clears, we will have heard the last of Steve Jobs as guru, seer, visionary and hapless victim too … He’ll go the way of pet rock, electric carving knives, silly putty, Tiny Tim, and the three-tone paint job. Let’s hope so.”[20]:58

  6. “The iPhone’s willful disregard of the global handset market will come back to haunt Apple.” – Tero Kuittinen,, January 18, 2007”

    It was Apple’s wilful disregard of the global handset market that enabled it to dominate the global handset market.

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