Apple Inc’s latest iPhones and watches went on sale on Sept 22, a test of whether a new smartphone design and modest smartwatch changes can help return the company to growth.
The devices are going on sale in about 40 countries in its first wave, including in Australia, Hong Kong, mainland China, the US, UK and France. The iPhone 15 Pro and Pro Max models will represent Apple’s biggest sellers throughout the rest of the year – and the ability to both create and fulfill demand for the products will make or break its holiday period.
Still, long lines for the iPhone 15 formed in Dubai, Australia and China, indicating that those who could not secure day one orders online are still willing to brave long nights and early hours to be one of the first to own a new iPhone – and even a new Apple Watch. “I own most of what Apple sells,” he said, gesturing toward his satchel, containing his AirPods, iPhone, MacBook Air and iPad. “It’s a walled garden, but I don’t mind paying a premium for a product if it’s good.”
The iPhone represents about half of Apple’s overall revenue and the company is banking on the device to help it break a streak of sales declines and return to growth during the critical holiday period, which is its first quarter of fiscal 2024.
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