Apple will stop publishing sales figures of iPhones, iPads and MacBooks from the next fiscal quarter.

This decision was taken against the background of zero growth in sales of iPhones from year to year.

During the conference call for the fourth financial quarter, Apple Chief Financial Officer Luca Maestri announced that the company would no longer give device sales figures, including iPhones, MacBooks and iPads. The company believes that they “no longer have the same meaning as before.”

Apple made an announcement immediately after the publication of the report for the quarter, according to which sales of iPhones did not change compared with the same quarter of 2017. Maestri noted that the number of smartphones sold “does not reflect the strength of the business,” but an increase in the figure is still the company’s goal.

Financial Director supported by Apple CEO Tim Cook. He compared the situation with the purchase of products in the store: according to him, the seller will not ask how many products are in the cart, because it will not affect the cost of the contents.

As noted in The Verge, sales may indeed not show the success of Apple’s business, but according to them, journalists and analysts calculate the average price of devices and draw conclusions about how profitable they are for sale. However, now it will become more difficult to measure the success of Apple products on the market: the company will decide for itself when and what data to disclose to investors and the general public.

Apple applied a similar rule from the very beginning to some of its other devices, for example, Apple Watch and AirPods. The exact number of watches and headphones sold is still unknown, although Tim Cook has stated several times that they are the most popular in the world.

November 1, Apple published a financial report for the fourth quarter of the fiscal year. According to the document, the company sold as many iPhones as a year earlier, but received 30% more revenue due to the increased average price of the device. After the MacBook Pro announcement, sales of MacBooks increased by 42%, sales of iPad dropped, and Apple’s “services” division brought a record $ 10 billion.

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