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By Mikey Campbell
On Thursday, November 01, 2018, at 2:36 pm Eastern Time (5:36 pm ET)
Apple announced Thursday a major change in the way it publishes its quarterly results, announcing that it would no longer publish sales figures for the iPhone, Mac and iPad from December.
This unexpected policy change was announced at a quarterly teleconference in the fourth quarter of 2018 as part of opening remarks by CFO Luca Maestri.
In the future, Apple will no longer advertise unit sales of three of its most important products. The company will continue to publish revenue, sales growth and forecasts, but this change means analysts and market watchers will not be able to derive ASPs and other calculations.
"A sales unit is less relevant today than it was in the past," said Maestri, adding that the number of units sold did not necessarily represent relative health. underlying activities of a product.
In addition, the product lines have become "much wider" and have an equivalent selling price dispersion. It should be noted that the offers for iPhone are now in range, ranging from $ 449 for an iPhone 7 to $ 1,449 for an iPhone XS high-end.
The adjustment comes as iPhone sales, Apple's main revenue engine, are stagnating slowly. In the last quarter, for example, iPhone sales growth was flat compared to last year, and last quarter sales were up 1% from 2017.
While iPhone unit sales no longer tend towards massive growth, average selling prices are booming. For the fourth quarter of 2018, the iPhone ASP has hit an all-time high of $ 793 in 2017, up from $ 617.99 in 2017. Similar positive changes have been observed over the past few quarters.
During today's call, Maestri noted that its competitors did not provide unit sales.
"Our intention is to continue to provide company-level revenue forecasts and a gross margin in the other categories," said Apple CEO Tim Cook. "Our advice does not change, it's the relationship that changes."
When he insisted on the issue, Cook said more important metrics, such as the two-digit user installation base, provide a better understanding of Apple's ecosystem. . He then offered a weird comparison before ending the call.
"It's a bit like going to the market and pushing your basket up to the cashier, and she says, or he says," How many units are there? It does not matter how many units there are in terms of the basket's overall value, "Cook said.
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