The time has come for Apple's chief executive Tim Cook to overcome its fears of announcing the sales figures of Apple Watch. A new report from IDC indicates the sales of Apple Watch went down since last year.

The report estimates that the tech company has sold 1.1 million units in the third quarter of 2016, which is down 71 percent from the previous year. Nevertheless, Apple CEO Cook told Reuters that sell-through of Apple Watches that reach tech fans rather than the number of retail outlets, thrust out a new high.

Cook said that the sales growth is off the charts. As a matter of fact, during the first week of the holiday shopping, the company's sell-through of Apple Watch was greater compared to any week in the product's history. As they expected, they are on track for the best quarter ever for the Apple Watch.

The comments of Apple's CEO have quickly sparked a debate. Those in support of Apple claims that the data of the market research company is based on estimates, and could be miscalculated. They also point to the acknowledgment of IDC that its shipment figures sunk, for the reason that Apple's release of its Apple Watch Series 2 towards the end of the quarter did not allow the tech company to enjoy the full benefit of the availability of the new smartwatch during the third quarter. In spite of that, IDC claims that one of the major reasons for the sales decline of Apple Watch was an aging lineup as well as an unintuitive user interface, Fortune reported.

That being said, the Cupertino based tech giant doesn't officially report any Apple Watch sales numbers, so all reports regarding the sales numbers are considered estimates. Nonetheless, the tech company is likely hoping that the upcoming holiday season will bring in big sales to the company, according to Digital Trends.

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Topics Apple Watch News, Apple Watch update, Apple Watch Series 2