"Mystique" of White iPhone 4 Could Add 1-1.5 Million Sales

Brian White, an analyst at Ticonderoga, believes the delay in the white iPhone’s release and its “mystique and scarcity value” could drive sales to 1-1.5 million units per quarter. White said:

The purchase of consumer electronic devices is not always a completely rational decision, and people buy Apple products for many different reasons, including status, aesthetics, functionality, quality and the ‘cool factor.’ In our view, this delay has created a certain mystique and scarcity value around the white iPhone 4 that we believe could drive incremental iPhone 4 purchases in the range of 1 million to 1.5 million units per quarter until the iPhone 5 potentially comes to market in September.