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>> Go big or go home. It's a phrase that could haunt apple this holiday season, as customers who search for it's largest smart phone, the iPhone 7 plus, may find it missing from shelves. The company admitting it was caught off guard by higher than expected customer demand. Reuters correspondent Jeffrey Dastin.
>> Analysts say that Apple may have been responding to having produced too many iPhone 6Ss last year. It was in situation where there were phones left on the shelves, and likely did not want that to happen now. As it happens though, the phone has this brand new camera in the larger model that consumer seem to loved.
It let's you zoom in more from further way. It lets you take better portrait shots, and because of that people are lining up to buy the product.>> CEO Tim Cook says, he's not sure Apple can cranked out enough for the phones in times for the holiday rush.
Cook also likely expecting some consumers would skip this year's upgrade in anticipation of next year's model. Which is timed to the iPhone's 10th anniversary and may therefore feature many more bells and whistles.>> And so Apple, along with the media, may be thinking wow, the iPhone 7 is not going to be the huge new thing, so again, was conservative in its production.
>> The miscalculation could potentially hit holiday profits. As bigger smartphones have higher margins. And it's not Apple's only misstep ahead of the holidays. The company saying Wednesday it's wireless AirPod headphones, set to come out this month, will also be delayed. Saying quote, we don't believe in shipping a product before it's ready, but not specifying why.