According to comScore, traffic to Apple's (NASDAQ: AAPL) website rose sharply from March to April. Unique visitors rose from 27.3 million to 38.8 million, a fairly stunning rise for such a large website. The increase made Apple the 13th most visited website in the U.S.
What the comScore data does not give is any explanation. The news is undoubtedly good for Apple, but why?
The two most visible new products at Apple are the new Apple TV and a promotion for the iPhone.
Anecdotal evidence says that the sales of the Apple TV are off to a slow start. According to Business 2.0: "...Checks with Best Buy reveal that the No. 1 U.S. electronics retailer's own foray into Apple TV sales has turned up a relatively low level of interest from shoppers thus far -- in some cases leaving stores with the majority of their initial allotments. 'We did receive three Apple TVs, and still have the same three,' said a contact within one Best Buy store. 'Not selling too well at our store.'"
That would leave the iPhone as the probable driver of new traffic. And why not? The anticipation of the phone, which is scheduled to go on sale in June, has stirred a tsunami of press attention. Apple's website traffic may be another indication that the product launch create more demand that is expected.
Douglas A. McIntyre is a partner at 24/7 Wall St.