In its quarterly earnings announcement, Apple's Chief Financial Officer (Luca Maestri) announced that sales of major hardware segments such as the iPhone, iPad and Mac are no longer reported. It is the same protocol that Apple already follows for small devices bundled in the "Other products" category, such as Apple Watch, AirPods, and HomePod.
Despite the 29% revenue chunk, iPhone sales volume ratios were announced year after year. Maestri said that the decision to discontinue sales was due to "the fact that it does not represent the underlying strength of our business." "Sales units are less relevant today than they were in the past," he says. Unit sales growth is still a clear part of Apple's goals.
"It looks a little better on the market, you push your shopping cart to the cashier [they say] and how many do you have," Tim Cook said. "It does not matter how many products are included in the overall value of the product in the cart." Uh, right. Whatever you say.
Sales figures may not accurately represent Apple's business performance, but are used by analysts and journalists to calculate the average selling price of the product. For example, new iPhones such as XS, XS Max, and XR are priced higher than older models like SE, 6S, and 6, which are now discontinued, so this figure shows sales of other iPhone models.
In the upcoming holiday quarter, it will be more difficult for analysts to measure how well the newly released Apple hardware is selling this fall. Maestri said Apple's smartphone, notebook and tablet competitors also do not provide unit sales figures in revenue reports.