Tim Cook disputes analyst report that Apple Watch sales have tanked

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Enlarge (credit: Valentina Palladino)

A new report from IDC shows Apple Watch sales have slumped since last year. The report estimates that Apple has sold 1.1 million Watch units in the third quarter of 2016, down 71 percent from a year ago. However, Apple CEO Tim Cook reportedly told Reuters that sell-through, or the number of Apple Watches that reach consumers rather than the number on store shelves, reached a new high.

“Sales growth is off the charts,” Cook said. “In fact, during the first week of holiday shopping, our sell-through of Apple Watch was greater than any week in the product’s history. And as we expected, we’re on track for the best quarter ever for Apple Watch.”

Apple also expects the holiday shopping season to be big for the Watch. This could prove to be true, since it is arguably the most complementary device in Apple’s lineup and more suited as a gift than an iPhone. Apple generally doesn’t talk about Apple Watch sales on its earnings calls, nor does it reveal exact sales numbers for the device. The Watch remains in an “other products” category (along with the iPod and Apple TV), rather than standing on its own in the company’s sales figures.

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