Apple’s CEO wants to sell more iPhones, but only in his stores. The iPhone is Apple’s cash cow with its high profit margins, and it creates a “halo effect” that causes customers to buy other Apple products.
Less than 20% of iPhones are currently sold in Apple Stores, and Cook won’t stand for it. Despite the fact that 80% of customers buy their iPhones elsewhere, 50% bring them into the Apple Store to get serviced. If Cook wants the sales/repairs ratio to improve, there’s a lot of work that needs to be done.