It looks like they sell a lot more of them for Russian Christmas (1st Quarter) than they do for Western Christmas (4th Quarter) or back to school (3rd Quarter).
You are confused because you haven't done your homework to understand the facts.
Apple runs its financial books on FISCAL quarters not CALENDAR quarters. Apple's Fiscal quarters do not coincide with the Calendar Quarters as Apple's Fiscal Year ends at 5:00 PM on the last Saturday of September.
Thus, Apple's first Fiscal Quarter runs from 5:00 PM on the last Saturday of September until 5:00PM on the last Saturday of December, at which tick of the clock the second Fiscal Quarter begins, which runs until 5PM of the last Saturday of March, when the third Fiscal Quarter starts, and runs until the last Saturday of June at 5:00PM,when the fourth and last Fiscal Quarter begins and ends, again when the Fiscal Year ends at 5:00PM on the last Saturday of September.
Therefore, your conclusions about which Calendar Quarter those huge holiday and back to school sales occurred is off by a quarter due to wrong assumptions.