News: Apple Blames Slow Sales on iPhone 8 Rumors

Apple Blames Slow Sales on iPhone 8 Rumors

On Tuesday, Apple held a public conference call for its Q2 earnings report. During the call, Steve Milunovich from UBS asked Tim Cook about a recent 451 report, and how it reflects a pause in current iPhone sales. Cook's response was more than interesting, to say the least:

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 could be what's behind the data. I don't know, but we are seeing that in full transparency.

— Tim Cook

It's a little shocking to hear the CEO of Apple even acknowledge rumors about a future iPhone model, let alone openly admit to their effect on current iPhone sales.

Apple attributes a recent "pause" in iPhone sales to rumors swirling around their next flagship. Image by Brian Mitchell/Flickr

Despite the shock, Cook isn't wrong by any means. While the iPhone 7 is still selling well, they aren't performing as well as someone like Cook might hope. One-third of iPhones sold in the US during the last quarter were legacy phones, a sign that a high percentage of consumers were not enticed by Apple's latest flagships.

It's entirely possible consumers are tired of Apple's current iPhone design, which has all but stagnated since the release of the iPhone 6 back in 2014. Besides incremental upgrades, the overall design of the phone has stayed the same, when in the past, consumers could expect a design overhaul at least once every two years.

If Tim Cook and Apple are actively noticing the flood of iPhone 8 rumors pouring out week after week, and publicly acknowledge the burden they've placed on iPhone 7 sales, you have to wonder if recent reports of the iPhone 8 being delayed aren't just strategic leaks from Apple.

Rumors claiming that the next iPhone won't make it to stores until 2018 almost sound a bit too convenient in that context. If Apple is truly concerned about iPhone 7 sales, we wouldn't put it past them to leak info that basically tells consumers they shouldn't wait for the iPhone 8. We're just speculating here, but it's an interesting thought.

What do you think? Is it possible that Apple leaked some of the recent iPhone 8 delay rumors in an effort to bolster current iPhone 7 sales? Or will we really have to wait until 2018 to see a truly revamped iPhone? Let us know in the comment section below.

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Cover image via Bloomberg/Youtube

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