Apple Reports ‘Tremendous’ Global Demand for Latest iPhones Ahead of Holiday Season
Apple CEO Tim Cook says the company’s newest iPhones have received “a tremendous response” worldwide, as the tech giant reported strong quarterly earnings and forecasted record-breaking sales for the holiday period.
The firm launched its thinnest iPhone ever – the iPhone Air – alongside upgraded iPhone 17 models in September, driving what Cook described as a “bumper crop” of demand across global markets.
Apple expects revenue for the Christmas and New Year quarter to rise by as much as 12% compared to the same period last year, which could make it the company’s most profitable quarter on record.
Despite narrowly missing iPhone sales targets for its fiscal fourth quarter ending in September, Apple reported overall revenue of $102.5 billion (£77 billion) – an 8% increase year-on-year, exceeding Wall Street expectations. iPhone sales alone totalled $49 billion (£37 billion), falling slightly short due to what Cook attributed to “supply constraints” and shipment delays to China.
“We’re heading into the holiday season with our most powerful lineup ever,” Cook told analysts, expressing confidence that the iPhone Air and the iPhone 17 series will continue to drive strong sales momentum.
Chief financial officer Kevan Parekh added that if Apple meets its projections for the quarter, it would mark the company’s “best quarter ever.”
Market data from Counterpoint Research showed iPhone 17 sales in the first 10 days after launch were 14% higher in the US and China compared to the iPhone 16. Cook noted that customer reception in China has been “very strong,” despite ongoing trade tensions and tariffs impacting Apple’s bottom line.
The company reported a $1.1 billion (£836 million) tariff-related cost in the past quarter and expects the figure to rise to $1.4 billion (£1.1 billion) in the current one, as US President Donald Trump’s trade policies continue to affect Chinese-made goods.
Meanwhile, tech rival Amazon also posted quarterly results on Thursday, projecting revenue between $206 billion (£156 billion) and $213 billion (£161 billion) for the holiday quarter. The company reported a 20% year-on-year increase in revenue from its cloud division, Amazon Web Services – its fastest growth since 2022.
For Apple, which has trailed Microsoft and Alphabet in AI-focused performance this year, maintaining momentum through the holiday season could be key to closing the gap in the tech industry’s ongoing race for dominance in artificial intelligence.
