Apple iPhone 3Gs: 9,190,680 and counting
Here’s bit of upbeat economic news to brighten a gloomy Monday.
On Aug. 1, a London-based investor who calls himself “Tommo_UK” posted a message on The Mac Observer’s Apple Finance Board asking anyone who had bought an iPhone 3G to provide three pieces of data: the serial number (with a few digits X’d out), the date of purchase, and the first 13 digits of the so-called IMEI number.
The International Mobile Equipment Identity is a unique 15 digit number assigned to every cell phone when it is manufactured and can be found on the back of the box in which the iPhone is packaged. Tommo_UK’s plan was to gather enough IMEIs to decipher the meaning of those digits and determine Apple’s production rate. To get things rolling he offered his own: 01 161200 06652xx, purchased on July 11, the day the iPhone 3G was launched. (link)
Two months later, the TMO’s Apple Finance Board — with a lot of help from a member of Investor Village’s AAPL Sanity board who calls himself “howlongtoretire” — has gathered IMEIs on nearly 150 iPhone 3Gs and published them in a big Google docs spreadsheet here. The most recent entry: a 8 GB black iPhone manufactured on Sept. 29 and purchased on Oct. 4 that was, according to its IMEI, the 9,190,680th iPhone 3G built this year.
Writing in Bullish Cross on Monday, Andy Zaky and Turley Muller have used this data to make some bold predictions about what Apple is going to say when it releases its quarterly earnings report later this month.
They acknowledge that even if Apple has built more than 9 million iPhones, that doesn’t mean they have all been sold. Some of those devices may have been defective. Some may be sitting in inventory on store shelves or loading docks.
But taking all that into account, Zaky and Muller conclude that Apple has probably sold considerably more iPhones last quarter than even the Street’s most bullish analysts anticipate. Piper Jaffray’s Gene Munster, for example, predicted on Sept. 22 that Apple would sell 5 million iPhones in its fourth quarter, which ended five days later. (link)
Zaky and Muller’s bottom line:
“even if a whopping 1.5 million iPhones of the total IMEI registered devices are unsold as of today, an unlikely assumption, it would still put 3G iPhone sales at 7.6 million units.” (link)
Why is 7.6 million significant? Because coming into its fourth quarter, Apple had already sold 2.42 million first-generation iPhones. So if Tommo_UK’s IMEI data can be trusted and if Zaky and Muller’s analysis is correct, Apple (AAPL) has reached its oft-stated goal of selling at least 10 million iPhones in 2008 with three months to spare.
If Ed Sickler is right, (he’s not), but assume he is, that the AFB prediction on EDGE iPhone sales, using the same IMEI methodology was off by 400,000, then that’s not at all bad. That’s an error of less than 10%. If I did my math correctly Zaky and Muller are allowing for 15% overestimation for 3G iPhones. 7.6M it is, then, and 10M this year, 3 months early.
Interesting although there are problems with it. Looking at the data point distribution it doesn’t tie up with the notion that 9 million have been sold - the majority of the points refer to July and August sales with a considerable slowdown in September.
In other words, it’s entirely possible there are a hell of a lot more than 1.5 million units sitting on shelves or in storage. The figures here actually suggest a sales volume closer to 6 million than 8 million.
@Ed,
Care to show me this so called spreadsheet that tracked gen 1’s IMEI numbers? Or did you just make that up? Also, you’re right, analysts don’t get it right. But I do. I have a track record, while analysts are full of shit.
You mean that all these other smart phone companies that are rushing out new models, lowering margins, conducting huge marketing campaigns, etc… Might actually be responding the SUCCESS OF THE iPHONE??? I thought they were just doing so because it was fun — perhaps I was wrong again! I wonder why we assume all their bad news must be bad news for Apple too? It’s tough having the gamechanging device with success to go with it but being seen amongst the pack.
Remember to watch free cash flow for real impact on aapl. Initial impact is muted to those less knowing of their accounting methods as they recognize the iPhone revenue over 24 months!
@Ed Sicklerville, NJ
Mr. SICK, YOU ARE ONE DISTURBED DUDE. DON’T COVER YOUR SHORTS. IT WOULD BE NICE IF YOU LOST AS MUCH ON APPLE AS THE LONGS HAVE BASED ON “ANALYST” WORTHLESS PREDICTIONS. YOU KNOW, THE FEAR MONGERS!!! IN MY BOOK, THEY ARE CRIMINALS THAT MANIPULATE STOCK PRICES.
they had a spreadsheet for generation1 also…and missed by over 400.000. remember how many gen 1 ’s were sold?
They had a spreadsheet then too.
yes, I read the story…maybe you should put a question mark at the end of your headline?? Or are you THAT confident a third party google spreadsheet is correct when top analysts can’t even get it right?
ex ped: Actually Andy Zaky’s predictions have held up pretty well against your top analysts’. See here.
Despite busting your chops regularly (legitimately, I believe) you deserve credit for posting good information this time. The methodology used is pretty sound. Of course you could be busy writing a caveat that some of these iPhones could, as someone suggested, be just ripe for some mythical recall, thus pummeling the stock even lower
No question they have already sold 10 Million. RIM is running about as scared as the typical Windows fanboy at this point, too. Listen to their conference call–they whined on an on about how unfair it was to have to actually compete, and how impossible it was to do it at the $199 price point. Ha.
Prior to iPhone, all RIM had to worry about was Windows Mobile. That’s like putting your phone up against two tin cans and string.
@Ed, bizarre comment considering the spreadsheet is right there. Question the method or assumptions but the fact that they shared the actual spreadsheet means that they must be confident of their method. Please keep the discussion in the real world - you are entitled to your own opinions but not your own fact.
To author, considering that Apple only has about 10 days of inventory on its balance sheet, that further strengthens the accuracy of using produced inventory as a proxy for sold. In other words, if they are not piling this up somewhere, which would show on the balance sheet, this is a good start to get the sales.
I just hope that after being punished tremendously for factors unrelated to financial performance, that Apple shareholders receive corresponding benefits when they announce earnings in 2 weeks.
You guys obviously didn’t learn anything from the “steve jobs heart attack report” on Friday.
Where are the facts to back any of this up? Oh, there are none.
ex ped: I’m sorry, did you read the story? The conclusions drawn may be wrong, but I believe the facts are pretty clearly laid out.
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There is no way there are many iphones in inventory- there was a shortage of 8GB- many went to BBY beginning of Sept- and then Apple shifted production into iPod touch last two weeks of Sept because there are massive shortages there and Apple wanted to fill some of that channel demand that it could record sales in the Sept quarter. It came at the expense of having some shortages in the 8GB and 16GB white models. However, when Sept quarter ended, iPhone production ramped back up again and the 8GB models being sold now are fresh of the boat. If there were iPhone piled up somewhere why then would there be stock outs?
Maybe there are 50K in inventory at Apple stores. Apple is on the 9M build now. Being conservative and taking out 1.5M (which is very conservative) the number is 7.5M.