BUSINESS – Apple Inc. Chief Executive Tim Cook has projected that iPhone sales in the upcoming holiday quarter will grow by double digits year-on-year, and that total company revenue is expected to rise by approximately 10–12 percent. This guidance significantly outpaces the consensus among Wall Street analysts, who had anticipated a roughly 6.6 percent revenue increase and iPhone sales growth near 9.8 percent.
Cited from Reuters, Mr Cook told that despite supply shortages affecting some of the latest iPhone 17 models, demand remains strong. He acknowledged that certain units are still constrained, but described the situation as “a good problem to have” given the robust consumer response. He also pointed to delays in the model’s release in China as a key reason for last quarter’s contraction in that region, and yet expressed optimism about a rebound: “We love the response to the new products … and we expect to return to growth in China in Q1.”
The strong guidance follows Apple’s recent quarter, where it posted revenue of US$102.47 billion, ahead of analysts’ forecasts. iPhone revenue alone reached US$49.03 billion, though slightly below some expectations due to the delayed China rollout of the iPhone Air. The firm incurred about US$1.1 billion in tariff-related costs and anticipates about US$1.4 billion in such expenses for the next quarter, which would slightly increase pressure on margins.
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Market reaction was swift: Apple’s shares rose approximately 3.7 percent in after-hours trading as investors welcomed the upbeat forecast. The company’s market value breached the US$4 trillion mark earlier in the week, placing it among the highest-valued technology firms globally.
Beyond hardware, Apple continues to emphasise growth in its services and accessories segments. Mr Cook noted that the broader revenue mix, including wearables, home devices and software services remains a strategic focus as the company navigates competition in artificial intelligence and global trade tensions. He reiterated that while some of the AI enhancements such as a revamped Siri assistant are set for next year, the strong hardware demand lays a foundation for future monetisation of AI features.
With the holiday quarter typically representing the largest portion of annual sales, Apple’s aggressive outlook signals confidence in the upgraded iPhone lineup and global rollout. The company’s ability to overcome supply constraints and region-specific regulatory delays, particularly in China could determine how well it converts this forecast into realised growth. Investors and industry observers will be closely watching Apple’s execution, product availability, and margin trends over the coming months.
