Apple reports record iPhone revenue as split launch strategy appears effective
Apple's fiscal fourth-quarter earnings showed a 12% year-on-year revenue increase, driven by a record $57.58 billion in iPhone sales, which analysts link to the company's decision to stagger the release of its base and Pro models.
Apple announced fiscal fourth-quarter revenue of $114.5 billion, up 12% from a year earlier, with iPhone sales reaching a new quarterly high of $57.58 billion. The quarter featured only two new iPhone models – the iPhone 18 Pro and iPhone 18 Pro Max – while the base iPhone 18 is scheduled for release early next year. Analysts suggest the staggered launch helped boost sales of the premium models, as consumers who might have purchased a base model opted for the higher-priced Pro versions instead.
"When upgrade time rolled around and there was no base model iPhone 18 available, it seems likely that a significant number of those who would have bought it decided to instead opt for the iPhone 18 Pro rather than wait," the analysis noted.
The strong performance also reflects continued demand for the preceding iPhone 17 series, which remains on sale, and a $100 price increase for the Pro lineup this year. While the revenue figures are positive, they represent gross sales rather than profit, and the impact of higher pricing and lingering popularity of older models remains a factor in the overall assessment of the split-launch approach.