Apple will no longer reveal how many iPhones, iPads, and Macs it sells

During its Q4 earnings call, Apple’s chief financial officer Luca Maestri announced that the company will no longer report unit sales of its main hardware divisions, including iPhone, iPad, and Mac. This is the same as protocols Apple already follows for its smaller devices, such as the Apple Watch, AirPods, and HomePod, which are bundled under the “Other Products” category.

“A unit of sale is less relevant today than it was in our past”

The announcement comes after iPhone unit sales percentage was unchanged year over year, despite a revenue bump of 29 percent. The decision to stop disclosing unit sales is because that figure is “not representative of underlying strength of our business,” Maestri said. “A unit of sale is less relevant…

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