Like its Jony Ive-designed iPhones, Apple’s hype machine is slick and carefully crafted (James Dean writes). On Wednesday night, it was running at full speed. Tim Cook, chief executive, riffed about the company’s “best line-up of products and services ever”, a “very, very good start” for its new iPhone line and its optimism for the coming quarter.
It was not all talk. Apple’s sales forecast for the last three months of the year, which accounts for Christmas and Thanksgiving gift-buying, was the figure most keenly anticipated by Wall Street. Apple did not disappoint, forecasting $85.5 billion to $89.5 billion in sales. The midpoint beat the $86.9 billion consensus analyst forecast.
Apple released the iPhone 11, iPhone 11 Pro and iPhone 11 Pro Max in most