Apple released new iPhone models over the weekend and reported record sales. When the new phones were announced, analysts expected Apple to narrowly beat its previous record product release weekend, with the inclusion of China this year outweighing generally softening demand worldwide. Instead, Apple was up 30 percent over its previous record. Results show that Apple was not exaggerating early in August when it saw strong demand in China. The iPhone is an interesting product to watch, as it has a history of defying consumer trends. This also means that solid sales from Apple should not be taken to indicate that consumer demand for more ephemeral products is strong, whether in China or elsewhere.