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Is Last Quarter's Massive iPhone Sales Momentum Sustainable?

Posted by: Peter Burrows on November 03

Not according to FBR Capital Markets chip analyst Craig Berger. He thinks Apple has cut its fourth quarter production plans by 40%, compared to a previous plan to trim production 10% from the third quarter. Production ramps normally slow in this period, since companies build up much of the inventory for the crucial holiday selling season in the September quarter.

Berger’s claims don’t necessarily mean iPhone-mania has hit the skids, as Silicon Valley Insider’s Dan Frommer points out. And given this sickly economy, it’s likely everyone is scaling back on production. It’s too soon to call whether Apple’s sales will get hit harder than rivals’ offerings.

But it does bring me to ponder something Microsoft consumer chief Robbie Bach told me last month. While most analysts took Apple’s blow-out September quarter for iPhones to be an indication of future momentum, he argued that it may be more of a one-quarter phenomenon—it coming in a quarter when Apple introduced the iPhone 3G and ramped up sales in dozens of countries. In other words, Bach believes that many of the people who are going to buy the iPhone 3G already have, and that it would be tough for the company to maintain its sales growth—in any economy.

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Reader Comments

Robert B.

November 3, 2008 06:32 PM

Take a story written by an analyst who doesn't cover Apple and mix with obvious industry trends and what do you get. A waste of time.

With more countries selling the iPhone and the Christmas season I would be surprised if this quarter doesn't exceed the former. Apple's sales growth has continued to exceed their competition and I wouldn't bank pennies on Craig Berger.

pats

November 3, 2008 06:48 PM

I know a few folks who are waiting for a contract to expire so I think Bach is full of it. He just wishes that he beat Apple to the punch. I'm buying one for Christmas,.. Sales will be great and will exceed the Sep quarter with all the oversea sales even with the US economy tanking.

Constable Odo

November 3, 2008 09:42 PM

Good one. Everyone that wanted an iPhone already has one. They're still saying that about iPods after all these years.

I guess the exact same thing will be said about BlackBerrys. I am fairly certain, although I could be wrong, but I've heard production has been slowed by almost every manufacturer of nearly every consumer device you can name.

Started in August this year, Foxconn had ramped up production to some 800,000 iPhones a month. I don't think anyone claimed that production rate would be fixed in stone for the entire year. So if that's the rate Apple is slashing by 40%, there is still a healthy production rate remaining.

Let's put it this way, if Apple can't sell iPhones with all it's Apple retail stores in place then I think the entire smartphone handset business in general is in dire trouble for sure. I'm curious to see how well Android handsets are going to gain any traction at all if this guy is thinking iPhone growth is done for. The iPhone can reinvent itself if necessary. That's Apple's secret weapon for tapering sales.

Manuel R. Ciosici

November 4, 2008 09:19 AM

Most probably iPhone sales will continue to be high because of the continuous waves of new and exciting applications for the phone.

On the other hand when sales drop all Apple has to do is roll out one of the capabilities so craved for such as push or copy/paste. Have you ever thought why Apple hasn't released 2.2 already? They're keeping it and developing it so that they can release it just before the Holiday Shopping Spree and boost iPhone sales. Smart people!

WhenThinkingItHelpsToWalkInAStraightLine

November 4, 2008 11:59 AM

Let me translate Robbie Bach:

We are shitting bricks already, if Apple keeps going like the energizer bunny,we are all dead. Balmer and the other softies are praying every night, cause we can't take another quarter like this. The softies are gonna drink Kool-Aid and get embalmed by the Chief Softie. Then we ride Balmy's Comet and move to another galaxy without Apple.

Martin Hill

November 4, 2008 08:50 PM

Or it could mean Berger has no idea what he is talking about.

Based on his track record predicting Apple hardware orders last quarter, it looks like Berger should shut up and everyone ignore his completely inaccurate observations as shown below:

Q1 2008 Berger predicted Apple Notebooks would be DOWN 50% when they were actually UP 6.8%
Q1 2008 Berger predicted Apple Desktops would be UP 35% when they were actually DOWN 12.4%

http://bullcross.blogspot.com/2008/11/fbr-chip-analyst-craig-bergers.html
http://apple20.blogs.fortune.cnn.com/2008/11/03/the-apple-analyst-who-couldnt-shoot-straight/

Ignore the idiot analyst, he is worse than useless.

-Mart

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A blog on the daily doings of Apple and the many companies in its orbit, with insight and analysis by two longtime Apple-watchers BusinessWeek Senior Writer Peter Burrows and BusinessWeek.com Senior Technology Writer Arik Hesseldahl.

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