October 31, 2025 – During Apple’s fiscal Q4 2025 earnings call, CEO Tim Cook sidestepped direct questions about iPhone Air sales performance, citing the company’s long-standing policy against disclosing unit-specific shipment figures. The evasion came amid analyst inquiries about widespread rumors of production cuts for the flagship smartphone.
Analysts pressed Cook on social media chatter suggesting Apple had slashed iPhone Air manufacturing targets, with prominent industry tracker Ming-Chi Kuo reporting an 80%+ supply chain reduction through Q1 2026. Contradicting these claims, TD Cowen investment bank maintained its forecast of 3 million units for Q3 2025 and 7 million for Q4.
Cook’s refusal to engage reflects Apple’s strategic shift since discontinuing unit sales disclosures in 2018. The company now prioritizes revenue growth and service ecosystem expansion over hardware volume metrics, forcing analysts to rely on fragmented data from suppliers and market research firms.
The executive’s silence aligns with Apple’s historical communication patterns. When Cook highlights specific products during earnings calls, it typically signals outperformance. Conversely, omission suggests either underwhelming market reception or deliberate deprioritization in Apple’s messaging strategy.
Industry observers note this approach creates information asymmetry, requiring stakeholders to interpret operational clues rather than receiving direct guidance. With iPhone Air remaining conspicuously absent from Cook’s prepared remarks, speculation persists about whether the model represents a strategic misstep or simply doesn’t align with current narrative priorities.
