The iPhone has been Apple’s biggest product for many years now, and Apple has leveraged it to become the first trillion-dollar company. But things are starting to change. In Apple’s recent earnings call, the company said that it would no longer break out unit sales of the iPhone or its other products. As CFO Luca Maestri said, “a unit of sale is less relevant for us today than it was in the past given the breadth of our portfolio.” This change comes as Apple’s iPhone sales have been essentially flat for the past two years – they peaked in the holiday quarter of 2016 – signaling the first time that the company is facing up to the slowing growth in the smartphone market.
Maestri isn’t wrong; as Apple increases the average selling price of their device, unit sales are less important, and they don’t want to highlight the fact that they’re not growing any more. But there’s a lot more to it than just the iPhone.
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