• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Now worth $200 million, Sarah Jessica Parker credits being ‘one of eight kids that struggled financially’ for her hunger, ambition, and work ethic

2

MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year

3

Amazon's record Prime Day masks a darker truth: Americans are spending more and getting less

1

Now worth $200 million, Sarah Jessica Parker credits being ‘one of eight kids that struggled financially’ for her hunger, ambition, and work ethic

2

MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year

3

Amazon's record Prime Day masks a darker truth: Americans are spending more and getting less
Techturning points

How Can Apple Keep Growing If Its Current Growth Depends on iPhone Price Hikes?

By
Aaron Pressman
Aaron Pressman
Down Arrow Button Icon
By
Aaron Pressman
Aaron Pressman
Down Arrow Button Icon
May 1, 2018, 7:19 PM ET
Add Fortune on Google for similar content.

Wall Street hasn’t been able to figure out whether Apple CEO Tim Cook’s gambit to sell higher priced iPhones is working. And it looks like it’s going to take more than six months to figure it out.

On Tuesday, Apple reported results for the quarter ending March 31 and received an immediate positive reception from investors. Revenue jumped 16% to $61.1 billion, just as analysts had forecast, and iPhone sales reached 52.2 million, also about what Wall Street expected. For the current quarter, which ends June 30, Apple said it expected revenue of $51.5 billion to $53.5 billion, compared to Wall Street’s forecast of $51.5 billion.

Additionally, the company tried to curry favor with investors by pledging to buy back another $100 billion of its own stock and raise its dividend by 16%. That kind of spending often pleases investors.

But the almost 4% jump in Apple’s stock price in after-hours trading only got the shares back to around $175, the same level where they were back in November and have bounced around for the intervening months. And the Wall Street forecasts that Apple met were a result of weeks of analysts reducing their projections based on fears the higher priced iPhones might scare off some customers, particularly in emerging markets.

As recently as a week ago, the average analyst revenue forecast was $51.9 billion. And Citigroup analyst Jim Suva predicted the $100 billion share buyback level almost a month ago, meaning Apple’s announcement on Tuesday was likely already anticipated by investors.

The real bottom line is that while Apple is clearly doing well for now, the sources of future growth may still be murky.

CEO Tim Cook took every opportunity on a call with analysts to pump up the iPhone’s prospects, particularly the iPhone X. The iPhone X has been Apple’s top selling device every week since it came out last fall and was the best selling phone model in China, Cook noted multiple times on the call, as he sought to combat the negative narrative some analysts were pushing.

Get Data Sheet, Fortune’s technology newsletter.

“The iPhone X is a beloved product,” he said. “I think that it’s one of those things where a team wins the Super Bowl and maybe you want them to win by a few more points, but it’s a Super Bowl winner. I could not be prouder of the product.”

The debate over how well the higher priced iPhones would sell started back in September. In addition to the new $1,000 model, Apple also priced its upgraded iPhone 8 at $699, $50 or 8%, more than the prior year’s model and the 8 Plus at $799, a $30 or 4% price hike over last year’s larger screen device. Since the new models went on sale, Apple has sold 129.5 million, just a 0.4% gain from the same six months a year earlier. But with the higher prices, revenue climbed 14% to $99.6 billion.

The real question is how long Apple can keep revenue growing at this pace. To grow a year from now, next year’s models would have to be even more expensive or the number sold would have to start increasing again in what many consider to be an already globally saturated smartphone market.

Cook battled furiously against that narrative, pointing out that about 500 million simple feature phones were sold last year. “Many of those were sold into emerging markets,” he said. “We still believe that over time every phone sold will be a smartphone. It seems to us with so many feature phones being sold, that’s still a big opportunity.”

To be sure, Apple is also growing in other areas, such as sales of services like Apple Music and wearables like AirPods and the Apple Watch. But those businesses remain a fraction of the iPhone’s size and probably can’t match its profit margins, either.

For now, Wall Street will have to keep debating.

About the Author
By Aaron Pressman
See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in Tech

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Tech

GTA 6 release date is finally here—but the $80 price tag and missing disc have gamers furious
Arts & EntertainmentGaming
GTA 6 release date is finally here—but the $80 price tag and missing disc have gamers furious
By Whizy Kim and Tech BrewJune 25, 2026
44 minutes ago
stock
InvestingMarkets
How one chip stock reversed the global tech selloff, exposed AI’s ‘memory tax’ and made the case for an entire valuation regime change
By Nick LichtenbergJune 25, 2026
4 hours ago
Larry Ellison quietly gave $45 million to a pro-Trump group—then Oracle landed a starring role in a $500 billion AI buildout
PoliticsLarry Ellison
Larry Ellison quietly gave $45 million to a pro-Trump group—then Oracle landed a starring role in a $500 billion AI buildout
By Sydney LakeJune 25, 2026
4 hours ago
Sundar Pichai
SuccessCareers
Google CEO tells graduates to stop obsessing over first jobs because ‘very few moments are make or break’ in life—a lesson he learned in Vegas
By Preston ForeJune 25, 2026
5 hours ago
Softbank CEO dismisses Elon Musk’s extraterrestrial data center idea in favor of maximizing Earth-side construction now: ‘He who strikes first wins’
AITech
Softbank CEO dismisses Elon Musk’s extraterrestrial data center idea in favor of maximizing Earth-side construction now: ‘He who strikes first wins’
By Marco Quiroz-GutierrezJune 25, 2026
5 hours ago
VivaTech entrance in Paris.
NewslettersEye on AI
Europe’s AI wake-up call: cybersecurity threats, sovereignty fears, and a growing demand for ROI dominated VivaTech
By Beatrice NolanJune 25, 2026
5 hours ago

Most Popular

Now worth $200 million, Sarah Jessica Parker credits being ‘one of eight kids that struggled financially’ for her hunger, ambition, and work ethic
Success
Now worth $200 million, Sarah Jessica Parker credits being ‘one of eight kids that struggled financially’ for her hunger, ambition, and work ethic
By Orianna Rosa RoyleJune 24, 2026
2 days ago
MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year
Success
MacKenzie Scott alone accounted for one-third of America's $19.2 billion in megagifts last year
By Sydney LakeJune 25, 2026
13 hours ago
Amazon's record Prime Day masks a darker truth: Americans are spending more and getting less
Retail
Amazon's record Prime Day masks a darker truth: Americans are spending more and getting less
By Nick LichtenbergJune 24, 2026
1 day ago
Ray Dalio just finished a 10-day trip to China. He says global leaders know America ‘doesn’t have what it takes to fight to maintain its empire’
Asia
Ray Dalio just finished a 10-day trip to China. He says global leaders know America ‘doesn’t have what it takes to fight to maintain its empire’
By Nick LichtenbergJune 24, 2026
1 day ago
After forcing workers back to the office, Goldman Sachs and JPMorgan Chase are now letting their staff work remotely—but only for the World Cup
Success
After forcing workers back to the office, Goldman Sachs and JPMorgan Chase are now letting their staff work remotely—but only for the World Cup
By Orianna Rosa RoyleJune 23, 2026
2 days ago
Ikea’s billionaire founder was so frugal that he bought clothes from flea markets and took free salt and pepper from restaurants
Success
Ikea’s billionaire founder was so frugal that he bought clothes from flea markets and took free salt and pepper from restaurants
By Orianna Rosa RoyleJune 25, 2026
13 hours ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.