The end of iPhone, Mac, and iPad unit sales reporting is not bad news for Apple

“Apple raised eyebrows when it announced it would no longer be detailing quarterly unit sales for iPhone, iPad, and Macs starting in the December quarter. Various pundits have sought to portray this as Apple having ‘something to hide,’ and have added it to their listicles of “bad news” that various writers keep insisting is ‘piling up’ for Apple,” Daniel Eran Dilger writes for AppleInsider. “They’re wrong…”

“The ‘bad news is piling up for Apple’ media narrative isn’t a problem for Apple to hide because it isn’t true. The authors of this pile know this, because they shoveled out the same false content earlier this spring, at the beginning of the year, and in the year-ago holiday quarter,” Dilger writes. “Every bit of it — from production cuts to supplier woes — was wrong and didn’t offer any insight into what was really happening at Apple or with its sales of the world’s most popular smartphone.”

“Apple has previously changed the way it reported its sales, combining portables and desktops into a single Mac category, suspending unit sales reporting for iPods, and introducing some new product categories without ever reporting how many sold, notably including Apple TV, Apple Watch, AirPods and HomePod,” Dilger writes. “However, the lack of data from reduced unit reporting is clearly not aimed at hiding failure. As the next article in this series will show, Apple has incurred greater problems from sharing quarterly unit data than it has from keeping that data private.”

Much more – including multiple examples of selective reporting that, if not due to incompetence, were likely published in order to damage Apple or, at the very least, to increase page views – in the full article – recommendedhere.

MacDailyNews Take: Don’t get mad at the manipulators. Understand them, learn to recognize when their playbook goes into effect, and profit from their actions.

AAPL is like a buoy. Quick, it’s back on the surface! You there, analyst, and you, too, swim down and tug on the chain! Drag it under… lower, lower… Good! Now, quick, everybody jump on, and we’ll take a ride back up to the top again!MacDailyNews, January 9, 2012

At the most basic level, it’s extremely simple: Pump, then dump. Foment, then buy. Rinse, lather, repeat as the SEC sleeps.MacDailyNews, April 26, 2012

Even if a particular data point were factual it would be impossible to accurately interpret the data point as to what it meant for our overall business… There is just an inordinate[ly] long list of things that would make any single data point not a great proxy for what’s going on. Apple CEO Tim Cook, January 23, 2013

If there actually is an issue with iPhone XR sales — and the jury is still way out on that one — that could be a good thing for Apple as it could mean that when spending over $750 on an iPhone, more people than ever say to themselves, “Well, I might as well get the very best one available,” and buy the iPhone Xs Max over iPhone XR. This would positively impact Apple’s iPhone ASP, of course. — MacDailyNews, November 9, 2018

Is Warren Buffett adding to Apple under $175? – November 26, 2018
Explaining the recent Apple selloff, and why the stock looks undervalued – November 23, 2018
Apple is no longer worth anywhere near one trillion dollars – November 23, 2018
Apple to lower iPhone XR pricing in Japan in order to boost sales – November 23, 2018
Why the bad news on Apple keeps on coming – November 23, 2018
In the darkest hour of Apple’s ‘white-knuckle period,’ some investors are loving it – November 21, 2018
Misreading Apple’s supply chain and iPhone XR demand – November 15, 2018
iPhone XR production cuts not due to soft demand – analyst – November 10, 2018
Nikkei claims iPhone XR production cuts, Apple stock drops over 3% – November 5, 2018
Uh, yeah, about those iPhone X ‘concerns’ from analysts: Never mind – May 1, 2018
Apple beats Street with best Q2 ever – May 1, 2018
Apple’s iPhone X isn’t selling well – or is it? – April 21, 2018
Apple’s iPhone X to be discontinued this year, analyst claims – April 20, 2018
Morgan Stanley: Apple stock may fall on ‘materially’ weaker iPhone sales – April 20, 2018
Apple’s iPhone X made 5 times the profit of 600 Android OEMs combined – April 18, 2018
Apple’s iPhone captured 86% of global handset profits in Q417; iPhone X alone took 35% of global handset profits – April 17, 2018
Bernstein: Ams AG is biggest winner in Apple’s TrueDepth Camera system – April 10, 2018
Apple’s iPhone X is the UK’s most popular smartphone – April 9, 2018
Apple’s iPhone X sales continue to disappoint, some analysts say – March 22, 2018
Ignore the iPhone X naysayers – March 10, 2018
Will the naysayers admit they were wrong about Apple’s iPhone X? – February 5, 2018
Do iPhone X sales spell trouble for Apple? – January 30, 2018
Apple supplier says report of iPhone X production cuts was overstated – January 30, 2018
Another January, another misleading iPhone supply cuts story from Nikkei – January 29, 2018
Apple stock drops after Nikkei report of iPhone X production cut – January 29, 2018
Reports of Apple cutting iPhone X orders make no sense – January 2, 2018
Apple stock tumbles on one poorly-sourced report of low iPhone X demand – December 26, 2017
Apple and suppliers shares drop on report of weak iPhone X demand – December 26, 2017
Nikkei: Apple to decrease iPhone production 10% in first quarter of 2017 – December 30, 2016
Nikkei proclaims ‘iPhone 7’ Dead On Arrival; bemoans Apple’s ‘lack of innovation’ – May 12, 2016
Japan’s Nikkei, The Wall Street Journal blow it, get iPhone demand story all wrong – January 16, 2013
Did Apple reduce 4-inch Retina display orders due to improving yields? – January 15, 2013
Analysts: iPhone 5 demand ‘robust;’ ignore the non-news noise – January 15, 2013
Apple iPhone suppliers decline on report orders cut by 50% – January 15, 2013
Apple swoon erases $17 billion from stock market – January 14, 2013
Apple iPhone 5 production cut signaling a new product release? – January 14, 2013
Apple drops to 11-month low on old reports of component cuts – January 14, 2013
The strange math of Apple’s alleged massive iPhone 5 component cuts – January 14, 2013
UBS analysts: Apple iPhone component order reduction ‘old news’ – January 14, 2013
Apple pulls down U.S. futures – January 14, 2013
Apple shares drop below $500 after reported cuts in iPhone 5 parts orders – January 14, 2013

[Thanks to MacDailyNews Reader “Bill” for the heads up.]


  1. LMFAO. You can’t “manipulate” the stock market to the tune of a $60/share price drop.

    To suggest such shows a staggering level of ignorance. It takes the sale of tens of millions of shares to cause a price drop of that level. Possibly in excess of 100 million shares.

    Blithering idiots think that this route of Apple is due to “manipulation”.

      1. It is unclear if the person behind “Von Tink” is new to this forum. His posts strongly resemble those of other zealot idiots who have infested this forum in the past. Regardless, his posts are generally trash.

  2. A point I don’t see anyone talking about is if $170-ish is the bottom that means there’s a new floor for AAPL. A year ago $170-ish was the high. Now $170-ish is the floor. That’s great news going forward. Even if it bottoms out a bit lower we have a new and much better floor for AAPL. Buy now while you can.

  3. It’s seems as though Apple’s stock value has been built upon a deck of cards and a very thin deck it is. Whereas many companies are measured by actual earnings reports, Apple’s value is measured in rumors and unsubstantiated claims from the supply chain. This is something I really don’t quite understand. It could just be fabricated news and it surprises me how serious investors would believe such news when dealing with so much money.

    I’m not saying for anyone to start loading up on Apple stock, but it doesn’t make much sense for so many investors to continue dumping Apple stock. Being a long-term investor, I’m well ahead of the game so I’ve no reason to panic. I’ll let the Johnny-come-lately investors run scared. I don’t think Apple could be as bad off as some people are making it out to be.

    Even if Apple only goes back to around $210 this year or after next earnings, as long as I get my dividends, I’m satisfied. I simply got totally fooled into thinking Apple had built a solid foundation where the share price wouldn’t tank as badly as it did. My mistake.

    I obviously don’t quite know how to interpret a company’s value. I didn’t imagine Apple would be hit harder than most tech stocks while having such a conservative P/E. My overall finances are OK as long as I receive my dividends, but it’s really discouraging to be fooled the way I was.

    1. Hang in there… im in the same boat and i believe many here aswell.

      It went up way too fast… so try and iron the spike out.. ..
      Looking at 90 day moving average… which i find a reasonable period…. ( a quarter) … it looks on track..
      it just that the spike got us all so exited and thrilled. ..
      To me slow and steady offers more piece of mind.

  4. Apple has reached peak iPhone so at best there will be flat lining sales at worst the demand is dropping quite dramatically.

    Apple will keep ramping up the prices of the iDevices to mask falling sales numbers.

    Apple will transition to ARM based Macs ASAP to increase the profit per Mac sold to make the numbers look better. The efficiencies of scale Apple will benefit from if most of the product line is ARM based will be off the charts and disguise the falling unit sales very effectively.

Reader Feedback

This site uses Akismet to reduce spam. Learn how your comment data is processed.