No. Not smart.

They aren’t sharing their unit sales numbers because their gambit of dropping the home button and doubling down on FaceID and ever larger, significantly more expensive iPhones, hasn’t paid off for them, and their expected unit numbers have dropped, in some cases by over 20-30%. It’s just simple math.

They used to nearly double unit sales numbers each sales cycle, especially in the segment of users upgrading from prior models. That stopped when they released the iPhone X, and it was only the iPhone 7 and iPhone 8 that carried Apple, while the iPhone X sold precipitously fewer than Apple expected and wanted.

I used to buy every new iPhone – yet I’m still on my iPhone 7. Many of my clients (and I can only account for roughly 60 users) have refused to buy the iPhone X, or have returned it after upgrading. The main reasons have been lack of Home Button, more so than lack of TouchID (but that was also a reason) as well as the cluster-doodoo of the gesture UI and the mess they made of the side buttons. Some iPhone users, like myself, want smaller iPhones, while Apple pushes ever larger iPhones. This has all contributed to shrinking numbers.

Now, Apple has doubled down on those mistakes, so expect further shrinkage this year – and Apple’s answer, instead of fixing the issue, is to obfuscate, hide, and ignore it. Now iPhone users can start to experience what Mac users have felt for years 😉

In addition, the dynamic that Douglas points out, that buyers will keep expensive iPhones longer, furthermore doesn’t help Apple’s sales – and Apple continuing to raise prices, on everything, is counterproductive. It’s just in pursuit of higher revenue numbers, in the short term, in hopes of appeasing wall street analysts… (counter to what Douglas suggested). Steve Jobs never cared what analysts thought – and with being the most valuable company in the universe, Apple shouldn’t care either. It’s sad that everything Steve had tried to impart into his people has effectively been thrown out.

Apple has announced that it will no longer share information about how many iPhones sell each quarter. Here’s why that’s the right move.

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