Apple Says Watch Sales Are Above Projections—But Not Much Else

Sales of the new Apple Watch exceeded internal projections and have outpaced early sales of other notable Apple products, executives said, but they gave no further specifics during a July 21 conference call following the release of its financial results. 

“The Watch sell-through was higher than the comparable launch periods of the original iPhone or the original iPad,” said CEO Tim Cook, noting customer satisfaction is high, according to a Seeking Alpha transcript.

While Apple provides specifics on iPhone and iPad sales, the Watch has been relegated to the “other products” category—along with iPods, Apple TV, and accessories. “We don’t intend to provide insight that could help our competitors,” said senior vice president and chief financial officer Luca Maestri on the call. 

Revenue in the other products category grew more than 49 percent—around $874 million—with the Watch contributing “well over 100 percent of the growth of the category,” Maestri said. That has led some analysts to conclude that the Watch has done around $1 billion in sales.

Cook also specifically took issue with Slice Intelligence research that showed a dramatic drop in Watch sales. In fact, he said, June watch sales topped April’s and May’s.

“That’s very different than what…[is] being written,” Cook said.

The research group has since clarified that its data measures only U.S. online sales; in June, the Watch became available at the company’s stores.

JCK News Director