Apple Sold Fewest Macs in Any Quarter Since 2010 as Nearly Entire Lineup Was Outdated

Discussion in ' News Discussion' started by MacRumors, Aug 1, 2018.

  1. MacRumors macrumors bot


    Apr 12, 2001

    Apple on Tuesday reported that it sold 3.72 million Macs in its third quarter, which spanned April 1 through June 30, the fewest in any single quarter since it sold 3.47 million in the third quarter of 2010.


    It's also the first time Apple has sold fewer than four million Macs in a quarter since the third quarter of 2013, a span of five years.

    Apple reported sales of 4.29 million Macs in the same quarter a year ago, so this is a pretty significant 13 percent decline on a year-over-year basis. Mac revenue also dropped five percent over the year-ago quarter.

    There are a number of possible explanations for the decline, including consumers increasingly shifting towards the iPhone and iPad. Together, those devices accounted for 65 percent of Apple's revenue last quarter, compared to just 10 percent for the Mac. Apple even markets the iPad as a computer replacement.


    The bigger reason, however, may have been that nearly the entire Mac lineup was outdated last quarter. Beyond the iMac Pro, released four months before the quarter began, no other Mac had been updated since 2017 or earlier.

    Apple hasn't updated its 12-inch MacBook and iMac lines since June 2017, while the MacBook Air has gone unchanged since March 2015, except for a minor increase in clock speed on the base model last year. Worse, the Mac mini hasn't been refreshed since October 2014, and the Mac Pro has gone unchanged since December 2013 while Apple works on a new modular version for 2019.

    While the MacBook Pro was recently updated, the new models didn't launch until 12 days after the third quarter ended. Last year, new MacBook Pro models launched at WWDC in early June, well within the third quarter.

    Apple's financial chief Luca Maestri highlighted this "difficult launch comparison" in the company's earnings call on Tuesday:
    The month-later MacBook Pro refresh isn't enough to justify Apple's fewest Mac sales in any quarter since 2010, however, as the notebook has been updated at various times over the years. 2016 models were released in October of that year, for example, while 2013 models launched in February of that year.

    Apple said it still recorded double-digit year-over-year growth in its active installed base of Macs last quarter, reaching a new all-time high, with nearly 60 percent of purchases coming from customers who are new to the Mac.

    Fortunately, updates to the rest of the Mac lineup should be on the horizon. Apple analyst Ming-Chi Kuo expects the 12-inch MacBook, Mac mini, and iMac to be refreshed later this year, while a new entry-level notebook could replace the MacBook Air. And, as mentioned, Apple says a new Mac Pro is coming in 2019.

    Article Link: Apple Sold Fewest Macs in Any Quarter Since 2010 as Nearly Entire Lineup Was Outdated
  2. macbookhair macrumors regular

    Sep 2, 2015
    They are focussing on driving increased revenue through higher average profit per unit on the iPhone and trying to push customers towards their service offers.

    The results suggest this is working.

    As I said elsewhere, my view is this is a short term strategy, but you can't deny that right now, it's working.

    So why would they worry about the Mac in that context?
  3. Mark0 macrumors 6502


    Sep 11, 2014
    SW Scotland
    Maybe folk aren't buying due to the ever increasing prices?
  4. spherox macrumors member

    Jan 26, 2015
  5. tigres macrumors 601


    Aug 31, 2007
    Land of the Free-Waiting for Term Limits
    Seems mac buyers appear to be "holding the line" until  brings the needed updates.
  6. MakeAppleAwesomeAgain macrumors member


    Nov 21, 2016
    I’m afraid Apple will use this as an excuse to focus even less on the Mac.
  7. tipoo macrumors 6502

    Jan 5, 2017
    ProMotion iMac(s?), Mac Mini refresh, Macbook Budget 13"....

    This quarter was low on mac sales, but imo those three could spell supercycle next quarter.

    I do think some of the market is sitting out the MBP again though, with Butterfly with a condom's 'fix' not tested with enough time in the wild yet.
  8. jb-net macrumors member

    Apr 7, 2012
  9. codewrangler macrumors member


    Jun 17, 2009
    Dallas, TX
    I think most buyers are waiting for the fall updates and possible new MacBooks (sub 1k). Good thing for Mac users is that the devices have longevity, so they can wait a few months more to update.
  10. ChrisMoBro macrumors 6502


    Oct 31, 2016
    This is no accident, this is by design. Despite what they say, Apple just doesn’t care about the Mac platform.
  11. zedsdead macrumors 68040

    Jun 20, 2007
    Next two quarters will see a rebound if the rumors pan out...not complicated...update the lineup and they will sell.
  12. pier macrumors 6502a


    Feb 7, 2009
    I'm actually surprised this didn't happen sooner.
  13. cwanja macrumors 6502a

    Jun 23, 2010
    Unless those Mac updates, that are linked in the last paragraph, happen in September they will not make Q3 numbers either. October is Q4. Will be an interesting few months here.
  14. zoozx macrumors 6502


    Jul 23, 2002
    Outdated and overpriced.

    But in there defense, those "important" emojis keep on coming!

  15. GuruZac macrumors 6502a


    Sep 9, 2015
    While I do think their MacBooks are overpriced, they do have much better longevity overall. Or at least, had much better longevity. I agree with this post:
    I think a new sub $1000 MacBook, a new Mac Mini, and ProMotion added to the iMacs would add a major boost to Mac sales. At the same time, Apple is absolutely correct. For millions of traditional computer buyers, the iPad/iPad Pro especially on iOS 11, can be a computer replacement. That certainly has to effect Mac sales. I did notice interestingly, iPad sales are still less than Mac sales.
  16. MacFather macrumors 6502a


    Mar 16, 2012
    Tim Cook is the worst thing to happen to Mac since Mac.
  17. CrazyForCashews macrumors regular

    Apr 1, 2018
    Apple has been lazy and complacent with their Mac line up, so lacklustre sales are no surprise.
  18. ThunderSkunk macrumors 68030


    Dec 31, 2007
    Milwaukee Area
    Well there yo go. Better not make an OSX tablet, don't want to do anything too crazy, to mess with this kind of success.
  19. Shivetya macrumors 65816

    Jan 16, 2008
    We have the release anniversary on the 15th this August. Let us see just how much Tim Cook really loves the Mac line.

    seriously I have no faith in him as he lets people still buy that old outdated and stupidly over priced mini
  20. Jaro65 macrumors 68040


    Mar 27, 2009
    Seattle, WA
    No surprises here. I know I've delayed my purchases until the line-uo is updated.
  21. macbookhair macrumors regular

    Sep 2, 2015
    Tim is great at squeezing more profit out of Apple to appeal to Wall Street. On that measure, he is a massive success. The question is, how long can he keep on doing that before there's nothing left to squeeze out?
  22. KiwiAdventure Suspended

    Dec 7, 2010
    New Zealand
    iPads are being sold instead of MacBooks which I don’t understand as the MacBook is still so much better. The only advantage for me having an iPad Pro is being able to use easily outside on construction site with its pencil.

    Why does trolls stay around.

    The one first world problem is the noise in Apple stores from to many people and the way Apple has to many hard surfaces for sound to bounce off. I never enjoy the experience so I’m usually in and out quickly.
  23. Yvan256 macrumors 603


    Jul 5, 2004

    Yes but those numbers are revenue by category, not units sold. For all we know, Apple may have sold 10 times as many iPads as they sold Macs.
  24. bkkcanuck8 macrumors 6502

    Sep 2, 2015
    It will only be a super cycle if Apple were to release the rest of the refreshes... and that might not occur til mid/late October... as such... I expect that other than the MacBook Pro lineup it will be flat in unit sales... The MacBook Pro lineup is solid, but it is missing a "refresh" or "replacement" on the more affordable end of the lineup to have as much effect in the overall unit sales.
  25. levitynyc macrumors 65816

    Aug 19, 2006
    I’ve needed a new MacBook Air for years. Mine is 6+ years old. The current product is barely an upgrade of my 6 year old unit at the same price.

    Current MacBook pros are WAY too expensive for what they are. Same for the MacBook.

    Im holding off for an updated MacBook Air.

    Maybe Apple can finally throw us a phone and not gouge on pricing.

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