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The Apple Watch secret: What Tim Cook doesn't want you to know!

The Macalope | July 27, 2015
Apple reported its quarterly financial results this week, breaking out more detail that almost all of its competitors, but it failed to report specific Apple Watch unit sales and that makes pundits so mad.

Apple reported its quarterly financial results this week, breaking out more detail that almost all of its competitors, but it failed to report specific Apple Watch unit sales and that makes pundits so mad.

Writing for Bloomberg, repeatoffender Leonid Bershidsky knows Why Apple Is Afraid to Reveal Watch Numbers (tip o' the antlers to John Parkinson).

Apple has grown afraid of its own long shadow.

You can just say things! You can just assume motivations! Why not? You don't need any proof! Just say it!

Here, let's try it out.

Apple won't dump the iPod because it's overly sentimental for the mid-2000s. You can't prove that's wrong, because people can't peer into other people's souls.

Apple won't make a cheap iPhone because it's elitist. That one's just common sense.

Apple hasn't updated the Apple TV in forever because it thinks it's funny to lower prices on the current model and watch owners of previous generations squirm.

(That one's actually true.)

Making up motivations for Apple is easy, free and is what makes the world of Apple coverage go 'round. So make up a motivation for Apple today, won't you?

Chief Executive Tim Cook has an explanation for why the company failed to report the sales of the Apple Watch...

But clever pundits like Bershidsky who keep a LinkedIn window open all day for the keen insights on brand engagement know the real reason.

"That was not a matter of not being transparent, it was a matter of not giving our competition insight that's a product that we've worked really hard on." 

Apple is about the only company that currently breaks out unit sales of its flagship products on its financials every quarter. Samsung throws numbers out when it suits them but Amazon isn't even aware of the fact that you can put numbers on chart axes to provide context for those scale-less lines they trot out every quarter that sure to go up, don't they?

This excuse is transparently weak.

It is the bespectacled nerd at the Muscle Beach of excuses! Apple is almost begging us to kick sand in its face.

Jobs's Apple reported the sales of the first iPhone...

And, thus, Apple should break out unit sales of all products in perpetuity. Uh, no. Apple has never broken out Apple TV sales in its financials, for example, although it has given occasional glimpses into them. The fact that they have done it with other products does not mean they need to or should do it with all products.

Apple was a newcomer to the mobile handset market, and could have used the same stealth tactic, hiding iPhone sales in the "other" category.

 

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