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Apple won't be announcing initial iPhone 7 sales

This will be the first time the iPhone-maker doesn't disclose sales from opening weekend.


Apple's new iPhone 7 and iPhone 7 Plus.

James Martin/CNET

Apple's new iPhone 7 and iPhone 7 Plus were unveiled on Wednesday, and go on sale later this month. The company traditionally issues a statement about the record number of people who purchase the devices during the first weekend of sales, but this will no longer be the case.

An Apple spokesperson confirmed to CNET the Cupertino-based company will end the practice, but added that it has nothing to do with low demand or expectations.

"In years past, we've announced how many new iPhones had been sold as of the first weekend following launch," Apple spokesperson Kristin Huguet said. "But as we have expanded our distribution through carriers and resellers to hundreds of thousands of locations around the world, we are now at a point where we know before taking the first customer preorder that we will sell out of iPhone 7."

"These initial sales will be governed by supply, not demand, and we have decided that it is no longer a representative metric for our investors and customers," Huguet explained. "Therefore we won't be releasing a first-weekend number any longer."

The iPhone 7 and iPhone 7 Plus will be available on September 16. Preorders begin on September 9.

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Apple iPhone 7 (128GB, Rose Gold)
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