As far as sales figures go, this last quarter wasn’t entirely rosy for Apple. During today’s earnings report, the company posted sales of 77.3 million iPhones, down just under a million from this time last year. Of course, that 78.2 million figure from 2017 represented a new record for the company.
But Wall Street still expected another increase, up to 80.2 million phones for the quarter, as the company added a 10th anniversary flagship to the line. In spite of that disappointment, Apple actually saw a 13-percent bump in revenue for Q1 2018, thanks in no small part to the fact that the iPhone X represents a significant price premium over the iPhone 8 and past models. The average price per iPhone is ~$40 higher than it was this time last year.
The price premium hasn’t stopped the iPhone X from topping Apple’s own sales charts, either. An analysis of the industry recently singled out the high-end handset as the top selling phone for the holidays, in spite of failing to hit some industry goals. Today Apple added that the X has been the best-selling iPhone model since launch.
“We’re thrilled to report the biggest quarter in Apple’s history, with broad-based growth that included the highest revenue ever from a new iPhone lineup,” Tim Cook says in a press release tied to this evening’s news. “iPhone X surpassed our expectations and has been our top-selling iPhone every week since it shipped in November.”
Cook also notes that the company’s overall active installed device base just hit 1.3 billion.
Likely the company is still viewing all of this disappointment, but still a net positive. After all, revenue is really the bottom line here, even if the optics of a sales dip aren’t as cheery. Apple’s shifted to a new sales model, and even if the iPhone X wasn’t a wild success by every metric, the company’s demonstrated that people are willing to pay $999+ for a premium smartphone experience.