In the recent second quarter earnings call, Apple CEO Tim Cook revealed that Apple was seeing a “pause” in purchases of the iPhone and explained that it was due to “earlier and much more frequent reports about future iPhones.”
Tim Cook was questioned about a 451 research survey, which mentioned a nine year low in iPhone purchase intent. Cook said that he hadn’t read the survey in depth but explained that Apple was seeing a “pause” in iPhone Purchases.
I only glanced at it and so I haven’t had time to study it, but in general, what we are seeing… we’re seeing what we believe to be a pause in purchases on iPhone, which we believe are due to the earlier and much more frequent reports about future iPhones. And so that part is clearly going on, and it could be what’s behind the data. I don’t know, but we are seeing that, in full transparency.
The upcoming iPhone is Apple’s 10th anniversary iPhone and leaks pertaining to the device started making rounds even before the announcement of the iPhone 7 and the iPhone 7 Plus. Apple is rumoured to make significant overhauls to the special edition iPhone.
It is expected to feature a bezel-less 5.7 inch OLED display. The iPhone Edition will come in an all glass finish with a stainless steel frame and no home button. The Touch ID sensor is rumoured to be embedded into the display and the device is set to come with a revolutionary 3D camera setup.
With so many improvements and revamps expected, it shouldn’t be a surprise that people are holding off on an iPhone purchase.