“Apple on Tuesday reported that it sold 3.72 million Macs in its third quarter, which spanned April 1 through June 30, the fewest in any single quarter since it sold 3.47 million in the third quarter of 2010,” Joe Rossignol reports for MacRumors. “It’s also the first time Apple has sold fewer than four million Macs in a quarter since the third quarter of 2013, a span of five years.”

“Apple reported sales of 4.29 million Macs in the same quarter a year ago, so this is a pretty significant 13 percent decline on a year-over-year basis,” Rossignol reports. “Mac revenue also dropped five percent over the year-ago quarter.”

Apple CEO Tim Cook using his iPad on Monday, March 14, 2016 in his office at Apple headquarters in Cupertino, CA. (Photo: Michele Asselin for TIME)

Apple CEO Tim Cook using his iPad on Monday, March 14, 2016 in his office at Apple headquarters in Cupertino, CA. (Photo: Michele Asselin for TIME)

“There are a number of possible explanations for the decline, including consumers increasingly shifting towards the iPhone and iPad,” Rossignol reports. “The bigger reason, however, may have been that nearly the entire Mac lineup was outdated last quarter. Beyond the iMac Pro, released four months before the quarter began, no other Mac had been updated since 2017 or earlier.”

Read more in the full article here.

MacDailyNews Take: Apple’s treatment of the Mac was criminal mismanagement an anyone who claims otherwise isn’t qualified to run a lemonade stand.

Hopefully, the regrettable period where Apple forgot they had a Mac business (that, by the way, even at the depths of neglect just generated over half a billion dollars more than iPad ($589 million) is behind us and Q318 taught Apple’s upper management a valuable lesson.

SEE ALSO:
Apple’s iPad vs. Mac juggling act – July 26, 2018
Apple to unveil ‘iMac Pro’ later this year; rethought, modular Mac Pro and Apple pro displays in the pipeline – April 4, 2017
Mac Pro: Why did it take Apple so long to wake up? – April 4, 2017
Apple sorry for what happened with the Mac Pro over the last 3+ years – namely, nothing – April 4, 2017
Apple’s apparent antipathy towards the Mac prompts calls for macOS licensing – March 27, 2017