Yahoo Finance

From 2015 to 2021, Apple saw a three-year cycle for iPhone sales, with 2015, 2018 and 2021 being the high-water years. When questioned on the product cycle and the average life of products during Thursday's earnings call, Cook chose to focus on the opportunity ahead: "I think it's different for different types of users," he said. "And so I do think there were lots of units that are sold during the Covid period of time, and it's a huge opportunity for us as a company for more than one of the product categories."