iPhone 6 & iPhone 6 Plus: Dixons Carphone expecting rocket in sales from Apple launch

Dixons Carphone today revealed sales had fallen 6 per cent on last year against strong figures last year buoyed by Samsung and Apple promotions

Details of the iPhone 6 are expected to be revealed by Apple chief Tim Cook today in an event that kicks off at 6pm UK time (Getty)

Newly-formed high street electricals giant Dixons Carphone is expecting a rocket in sales from the imminent launch of Apple’s iPhone 6.

The retailer said the calm before the storm had set in as customers anticipate the new device's launch, details of which are expected to be revealed by Apple chief Tim Cook today in an event that kicks off at 6pm UK time.

Dixons Carphone today revealed sales had fallen 6 per cent on last year at Carphone against strong figures last year buoyed by Samsung and Apple promotions.

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Dixons Carphone group chief executive Sebastian James said: “Nothing gives us more pleasure than a cracking iPhone launch and if they could do six a year we’d be happy. I think this will be a big one, the blogosphere is certainly excited.”

Group finance chief Humphrey Singer added: “There are definitely lulls before an iPhone launch because the customers know it’s coming.”

James said there was “no way on earth we could have beaten those numbers”, referring to Carphone’s strong summer last year.

Its electricals arm was dragged to a 1 per cent fall in sales by currency translations from its Nordic arm, in which sales slowed during a hot summer.

The retailer, which is due to join the FTSE 100 on September 22, has now opened 11 Carphone shops within Currys PC World stores and is on track to open 30 this year as the businesses begin to integrate.

James said: “There are now departments serving both parts of the business. Even in the face of some uncertainty everyone has been very grown up and pragmatic.”

He added that “tough conversations” over jobs had yet to begin. The company aims to cut 800 roles and create 1,600 as it rebalances its staffing to cut costs and service new shops.

James said the outlook for the retailer is positive as customers invest in “posher appliances” like range cookers to improve their homes.

James refused to be drawn on the fate of Phones4U, Dixons’ former phone partner which is reportedly considering deep cost cutting amid financial difficulty.

Dixons Carphone has identified at least £80 million which can be gained from the merger through combined savings and revenue.