iPhone 17 Accessory Pre-Sales Jump 50% to $6 Million for Stealth Group
Stealth Group Holdings reports a robust $6 million in pre-sales for iPhone 17 accessories, marking a 50% increase from last year and signaling strong momentum ahead of the global launch.
- Pre-sales for iPhone 17 accessories reach $6 million, up 50% year-on-year
- Growth driven by strategic brand partnerships including OtterBox and CASETiFY
- Revenue recognition aligned with iPhone 17 global release in September-October 2025
- Distribution across major Australian retail and telco channels
- Multi-tier brand strategy targets premium and entry-level mobile accessory markets
Strong Pre-Sales Signal Market Confidence
Stealth Group Holdings Ltd (ASX – SGI) has announced a significant surge in pre-order sales for mobile accessories tied to Apple's upcoming iPhone 17 launch. The company secured approximately $6 million in pre-sales, representing a 50% increase compared to the prior corresponding period in 2024. These pre-sales are set to be recognised as revenue across September and October 2025, coinciding with the global release of the iPhone 17.
Strategic Brand-Led Growth
This uplift reflects Stealth’s focused investment in its Force Technology consumer division and an expanded portfolio of sought-after brands. Key partnerships with global leaders such as OtterBox, CASETiFY, and Belkin have bolstered the company’s market position. Additionally, Stealth’s owned brand EFM has broadened its product lines, while the entry-level DULLCO brand, launched in late 2024, targets convenience stores and online marketplaces, rounding out a multi-tiered approach to capture diverse consumer segments.
Robust Distribution Network
Stealth’s distribution channels span major national retailers and telecommunications providers, including JB Hi-Fi, Officeworks, Retravision, and Vodafone. This extensive network ensures strong market penetration and positions the company to capitalise on the seasonal demand spike typical of iPhone launches. Post-launch sales are expected to accelerate further through convenience retail outlets and online marketplaces, supporting sustained sell-through momentum into the next fiscal year.
Capital Efficiency and Margin Protection
All inventory for these pre-sales is manufactured on a back-to-back basis with committed customer orders, which safeguards capital efficiency and protects margins. This disciplined approach aligns with Stealth’s broader FY28 strategic goals focused on margin expansion, exclusive brand growth, and building scalable recurring revenue streams.
Looking Ahead
CEO Michael Arnold highlighted the significance of these early results, noting that the strong pre-sales validate the company’s strategic brand partnerships and own-label expansion. He emphasized that the momentum from these pre-orders is a clear indicator of a strong season ahead for Stealth’s Consumer Division, underpinned by deepening relationships with Australia’s largest retailers and telco partners.
Bottom Line?
Stealth’s robust pre-sales set the stage for a potentially strong fiscal year, but actual sell-through and margin outcomes will be key to watch.
Questions in the middle?
- Will Stealth maintain or grow margins amid increased sales volume and brand expansion?
- How will post-launch consumer demand compare to pre-sale commitments?
- What impact will emerging competitors and market trends have on Stealth’s accessory market share?
