沒人料到蘋果會告訴我們上個季度賣出了多少塊蘋果手錶。該公司上個季度表示，將把這些銷售額歸入iPod、蘋果電視和Beats配件等類別。庫克此前也表示，保持準確的銷售數字是有競爭原因的。在蘋果公佈財報之前，分析師估計，該季度蘋果的盈利水平在300萬美元左右徘徊，但我們預計，庫克最有可能聽到的訊息是，他對蘋果的客戶滿意度資料感到多麼高興。庫克喜歡說“顧客坐著”，理由很充分：蘋果在那裡的表現出奇的好。

在接受《****》採訪時，蘋果首席財務官盧卡·梅斯特裡（Luca Maestri）表示，Apple Watch的銷量“前9周的銷量超過了iPhone和iPad上市前9周的銷量”。蘋果自己也表示，iPad在上市前11周的銷量為300萬臺，這給了我們一個大致的估計。不過，可能很難獲得更多細節。在蘋果公司的新聞稿中，執行長蒂姆·庫克表示，這是“蘋果手錶的一個很好的開端”，並指出watchOS 2將在今年秋天推出。

我們可以看到的一點是“其他”類別的收入。正如你在下麵的圖表中看到的，蘋果上個季度在這一領域的收入約為17億美元。本季度，這一數字躍升至26.4億美元。這是一個很大的飛躍，雖然我們當然不能說這一切都是由於蘋果手錶，這將是每個人的假設，直到蘋果告訴我們，否則。梅斯特裡在接受***採訪時說，蘋果手錶的收入“遠遠超過”這兩個數字之間的差距——可能是因為iPod上一季度的銷量有所下降。梅斯特裡補充道，“我們超出了內部預期。”

因此，蘋果手錶收入超過10億美元似乎是一個穩妥的賭註。

但要將這些收入中的三角洲與蘋果手錶的銷量進行對比尤其困難。首先，我們需要知道蘋果電視的降價是否起到了作用。“其他”類別也包括Beats配件，所以這些銷售因素也包括在最終的數字中。但最重要的是，蘋果手錶的價格差異如此之大——從350美元左右一直到20000美元的區間——以至於將收入與單位銷售額對應起來似乎是一件蠢事。

一句話：如果蘋果不給我們提供細節，就很難確定確切的銷售數字。但在頭9周擊敗iPhone和iPad，可能比悲觀主義者預期的要好。

更新：以下是蒂姆庫克關於財報電話會議上的手錶銷售的評論。庫克指出，6月是迄今為止蘋果手錶銷售最好的月份，超過了4月和5月，儘管有相反的報道。他對“其他”類別的看法在很大程度上證實了我們之前的想法——蘋果手錶的銷量佔比超過了這個季度或同比的增量，但到底有多大還不清楚。

As you know, we made a decision back in September, several months ago, no to disclose the shipments of the watch. And that was not a matter of not being transparent, it was a matter of not giving the competition insight, on a product that we worked really hard on.

However, let me give you some color, to avoid reaching sort of a wrong conclusion. If you look at the "other products" category and look at the revenue in this category, it would not be an accurate thing to just look at the sequential change or the year-over-year change and assume that were the total watch revenue. Because the aggregate balance of that category both sequentially and year-over-year is shrinking. Obviously iPod is a part of that, but there are other things in there — accessories and so forth — that are shrinking.

Secondly, to provide a bit more color. The sales of the Watch did exceed our expectati***. And they did so despite supply still trailing demand at the end of the quarter. To give you additional insight, through the end of the quarter, in fact that the Apple Watch sell through was higher than the comparable launch periods of the original iPhone or the original iPad. We were able to do with with having only 680 points of sale. As you probably know, as I had reviewed earlier, the online sales were so great at the beginning, we were not able to feed inventory to our stores until mid-June. And so those points of sale, pretty much, the overwhelming majority of the low number of sales were not there until the last two weeks of the quarter.

And so as I look at all of these things, we feel really great about how we did. Now our objective for the quarter wasn't primarily sales. Beyond the very good news on sales, we're more excited about how the product is positioned for the long term because we're starting a new category. And as I back up and look at this with 8,500 apps, we've already announced the next operating system watchOS 2 — it will bring native apps, which are going to be killer, to the watch. Even though the store layout was delayed, we learned a lot about the experience. Based on that experience, we're now planning to expand our channel before the holiday. Because we're convinced that the watch is going to be one of the top gifts of the holiday seas***.

Most important of all of this is the customer sat is off the charts. We've c***tantly seen if you can get the customer sat off the charts, you wind up doing fairly well over time. We've also learned a lot about managing quite an assortment and so forth.

And so I back up and look at this and I feel fantastic about what the team has done and delivered and I know I never go anywhere without the watch and it's not because I'm the CEO. I'm that attached to it. I get lots of notes from a lot of people that feel the same way. That's how I look at the watch.

邊緣影片：蘋果手錶評論