Apple executives shocked the world last week when they announced that they would stop disclosing the number of iPhones, iPads and Macs it sells each quarter.This comes because the tech giant is trying to make up for slow unit sales by charging more for its lineup of devices.
Unfortunately in its last quarter,Apple just sold 47 million iPhones representing 0% growth in the number of smartphones sold from the prior year.Apple’s Mac and iPad unit sales fell by 2% and 6%, respectively compared to a year ago.In future quarters the number of iPhones, iPads and Macs sales could decline but we won’t know about it.
Apple’s overall revenue however continues to climb from one year to the next inspite of declining sales.This is because it is hiking prices for all its devices. Apple made $8 billion more dollars this year selling iPhones than it did a year earlier when it sold almost the exact same number of iPhones.
The tech giant has also recently introduced more expensive iPad Pros and MacBook Airs and currently has two smartphones on the market the XS and XS Max with price tags that exceed Ksh 100,000. This is an excellent strategy for the tech giant to maintain its revenue stream.Apple CEO Tim Cook tried to explain the decision to do away with unit sales figures by way of a grocery store analogy.
He said,”If you go to the market and you push your cart up to the cashier and she says, or he says, ‘How many units you have in there?’ It doesn’t matter a lot how many units there are in there in terms of the overall value of what’s in the cart.What matters now in other words isn’t necessarily how many devices Apple sells from one quarter to the next but how much it makes from its sales.”
This move comes after Apple refused to disclose unit sales for its new invention the Apple Watch.The tech company continues to focus on supplementary services such as Apple Music, Apple Pay and iCloud. In the most recent quarter Apple said sales for this category hit nearly $10 billion an all-time high for the company.