According to a study by John Vinh of KeyBanc Capital Markets, the iPhone 7 and iPhone 7 Plus 2016 are currently selling better than the new iPhone 8 and iPhone 8 Plus. The report is based on sales analysis from various US and UK operators.
iPhone 8 sales iPhone 7
Since September 22, 2017, the iPhone 8 and iPhone 8 Plus are available for sale. However, even if Tim Cook wants to believe in a stock-out, commercial success does not really seem to be there. One of the main reasons mentioned so far is that a large majority of consumers expect the iPhone X, perceived as a true renewal, where the iPhone 8 seems to be a slight evolution of the iPhone 7 .
Moreover, it is precisely this lack of innovation brought by the iPhone 8 compared to the iPhone 7 which could also slow down sales. This is in any case what suggests a new report published by KeyBanc Capital Markets. According to analyst John Vinh, given the small number of differences between the iPhone 8 and iPhone 7, consumers still prefer to buy the iPhone 7. As a reminder, in the United States, the iPhone 8 is proposed for $ 699, while the iPhone 7 is now available at $ 549 following a price decrease. A large majority of users do not see the interest of paying 150 dollars more for the iPhone 8.
iPhone 8: consumers do not see the interest of paying € 150 more than for the iPhone 7
Another factor to the weak commercial success of the iPhone 8 is the lack of advertising for the new smartphone. Compared to the huge marketing campaigns deployed by Apple for the iPhone 7 in 2016, the iPhone 8 has gone almost unnoticed by the general public. Note, however, that this study was conducted with operators, whose customers are generally more price-oriented than in an Apple Store for example. Similarly, these consumers are not necessarily unconditional fans of Apple, and therefore do not attach as much importance to owning the latest products of the brand.
On October 6, 2017, KGI analyst Ming Chi-Kuo revealed that iPhone 8 sales were much better than expected due to the delay of the iPhone X. Indeed, while the iPhone X was to be marketed on 3 November 2017, its release could be postponed until December. However, it seems that this delay is not enough to ensure the success of the iPhone 8. It is also possible that some consumers are dissuaded from buying an iPhone 8 Plus because of the various cases of battery inflation reported worldwide .