But this year, Apple shifted its sales strategy to introduce two new slightly improved models, the 8 and 8 Plus, and a third phone, the X. iPhone 8's went on sale September 22, but Apple held back the big guns for November 3, when the state-of-the art, $999 X hits store shelves.
Around 400 people lined up outside Apple's flagship Sydney branch to pay A$1,579 ($1,218) for the 10th-anniversary model, and Chief Executive Tim Cook has billed the glass and stainless steel device "the biggest leap forward since the original iPhone".
"I always try to be one of the first to buy any new iPhone", he said, adding he likes the new phone's augmented reality and facial recognition features. Cook said orders of iPhone X "have already been very strong".
Analysts were projecting Q1 revenue of $85.31 billion. Apple sold 10.3 million iPads, 46.7 million iPhones, and 5.4 million Macs during the quarter. While MacBook sales never really went anywhere drastic, both iPad and iPhone unit sales have been between flat or dropping for the last several quarters.More news: Republicans Uniting Over Reveal That Clintons and DNC Were Behind Russia Conspiracy
The most immediately noticeable change to the iPhone X from previous models is the removal of the physical home button and fingerprint sensor that customers use to unlock the device.
"We are launching the much-awaited iPhone X tomorrow".
For Q1 2018, Apple forecasts revenue between $84 billion and $87 billion and a gross margin between 38 percent and 38.5 percent.
Apple exceeded all metrics, reporting it had sold 46.7 million iPhones, and made profit of $2.07 per share on revenue of $52.6 billion.More news: Ten year old boy led police on a high speed vehicle chase
Revenue in that division surged 34% to $8.5 billion during the July-September period. Six analysts surveyed by Zacks expected $51.17 billion. If only we'd get Apple Watch or Apple TV sales numbers.
Wang Hao, a 24-year-old engineer in the northeastern port city of Dalian, said he ordered the new phone despite the high price tag.
The organic light-emitting diode technology used in iPhone X screens is now sourced from just one supplier, Samsung Display Co., while the array of components used to make the three-dimensional sensor have never previously been manufactured in the quantities required for the iPhone X, and suppliers have struggled to ramp up production effectively. Maestri also told Reuters the company had doubled its revenue in India during the fiscal fourth quarter, though he did not give any details. He said he expects the current quarter to be the company's biggest ever, after a "sensational year" for 2017.More news: Hazard refuses to give up on Premier League title