The term is called "sell-through" and Apple is one of the few tech companies to use sell-through. It means units actually sold to customers. So no, there is no trick.
Most other tech companies report sell-in which is units sold to retailers. You can game those numbers by what's called "channel stuffing". You "sell" tons of units to distributors and retailers, many of which will ultimately be returned unsold or cleared out at fire sale prices which you'll be forced to give a rebate on. By then all the tech journalists will have moved on to the next shiny bauble and no one will notice you only sold 20% as many units as you claimed or ate losses on 30% completely wiping out your profit margin.
> The term is called "sell-through" and Apple is one of the few tech companies to use sell-through. It means units actually sold to customers. So no, there is no trick.
Sell-through is a percentage of units sold to customers related to units sent to stores so it doesn't say much without the total amount sent
And apple gives sell-though when they can, iPhone sales are reported as sell-in when they are not sold though Apple Stores
Most other tech companies report sell-in which is units sold to retailers. You can game those numbers by what's called "channel stuffing". You "sell" tons of units to distributors and retailers, many of which will ultimately be returned unsold or cleared out at fire sale prices which you'll be forced to give a rebate on. By then all the tech journalists will have moved on to the next shiny bauble and no one will notice you only sold 20% as many units as you claimed or ate losses on 30% completely wiping out your profit margin.