22 February 2019
Apple has just announced in its earnings call that it will stop reporting unit sales for its iPhone, iPad, and Mac from the next quarter. The company has already withheld the unit sales number for Apple Watch, AirPods, and similar products as part of its ‘Other Products’ business in the earnings call yesterday.
Not releasing numbers for its biggest revenue drivers, especially the iPhone lineup, is a really huge deal. This means investors will now be able to only guess just how successful Apple’s flagship products are.
On the earnings call, Luca Maestri stated that “number of units sold in a quarter is not representative of the underlying state of the business.” This comes after Apple’s iPhone units saw zero growth in the quarter. The Cupertino giant is shifting its focus to services with the smartphone market saturating. Apple iPhone XR first weekend sales were also hinted to be below expectations by market analysts.
“Apple is trying to shift the discussion to services and recurring revenue, because the more recurring revenue, the higher your valuation becomes,” Shannon Cross of Cross Research said.
Apple will now reveal only total revenue and cost of sales going forward. The company has also renamed its ‘Other Products’ business to “Wearables, Home, and Accessories”, which includes products like Apple Watch, Beats and HomePod. The company will also incorporate products like the iPod touch in the category. The company is now going to release quantitative statements on its performance of products. Apple’s rival Samsung also doesn’t reveal exact unit numbers sold either.