没人料到苹果会告诉我们上个季度卖出了多少块苹果手表。该公司上个季度表示，将把这些销售额归入iPod、苹果电视和Beats配件等类别。库克此前也表示，保持准确的销售数字是有竞争原因的。在苹果公布财报之前，分析师估计，该季度苹果的盈利水平在300万美元左右徘徊，但我们预计，库克最有可能听到的消息是，他对苹果的客户满意度数据感到多么高兴。库克喜欢说“顾客坐着”，理由很充分：苹果在那里的表现出奇的好。

在接受《****》采访时，苹果首席财务官卢卡·梅斯特里（Luca Maestri）表示，Apple Watch的销量“前9周的销量超过了iPhone和iPad上市前9周的销量”。苹果自己也表示，iPad在上市前11周的销量为300万台，这给了我们一个大致的估计。不过，可能很难获得更多细节。在苹果公司的新闻稿中，首席执行官蒂姆·库克表示，这是“苹果手表的一个很好的开端”，并指出watchOS 2将在今年秋天推出。

我们可以看到的一点是“其他”类别的收入。正如你在下面的图表中看到的，苹果上个季度在这一领域的收入约为17亿美元。本季度，这一数字跃升至26.4亿美元。这是一个很大的飞跃，虽然我们当然不能说这一切都是由于苹果手表，这将是每个人的假设，直到苹果告诉我们，否则。梅斯特里在接受***采访时说，苹果手表的收入“远远超过”这两个数字之间的差距——可能是因为iPod上一季度的销量有所下降。梅斯特里补充道，“我们超出了内部预期。”

因此，苹果手表收入超过10亿美元似乎是一个稳妥的赌注。

但要将这些收入中的三角洲与苹果手表的销量进行对比尤其困难。首先，我们需要知道苹果电视的降价是否起到了作用。“其他”类别也包括Beats配件，所以这些销售因素也包括在最终的数字中。但最重要的是，苹果手表的价格差异如此之大——从350美元左右一直到20000美元的区间——以至于将收入与单位销售额对应起来似乎是一件蠢事。

一句话：如果苹果不给我们提供细节，就很难确定确切的销售数字。但在头9周击败iPhone和iPad，可能比悲观主义者预期的要好。

更新：以下是蒂姆库克关于财报电话会议上的手表销售的评论。库克指出，6月是迄今为止苹果手表销售最好的月份，超过了4月和5月，尽管有相反的报道。他对“其他”类别的看法在很大程度上证实了我们之前的想法——苹果手表的销量占比超过了这个季度或同比的增量，但到底有多大还不清楚。

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.

边缘视频：苹果手表评论