The Samsung vs. Apple case is in full swing today, and Apple’s Senior Vice President of Worldwide Marketing Phil Schiller took the stand this morning. Among other topics, Schiller discussed the runaway and unexpected success of the iPhone, and as noted by The Verge’s courtroom reporter Bryan Bishop, Schiller had some interesting points to make regarding Apple’s sales of each new iPhone. The metric is simple to understand, but difficult to meet.
“Each new generation sold approximately equal to all previous generations combined.” - Phil Schiller, SVP, Worldwide Marketing, Apple, Inc.
With each new iPhone model introduced, Apple expects to sell more units than all previous models combined. Let that sink in for a minute. It’s a lofty accomplishment, to be sure, and one the company has actually managed to meet for several releases running at this point, but continued exponential growth is likely unsustainable long-term. Still, the point is well made; Apple’s iPhone continues to be a hot commodity item, and more and more people are wanting iPhones with each new phone released.
Apple expects this trend to continue with the next iPhone, which is rumored to be unveiled next month.