Apple Q2 2014 hardware sales: By the numbers

Apple Q2 2014 hardware sales: By the numbers

Summary: Apple's Q2 2014 earnings are out, and the data provided gives us an insight into how well the company performed over the last quarter relative to historical data. iPhone sales are strong, but iPad sales show a worrying fall.

TOPICS: Hardware, Apple

Apple's Q2 2014 earnings are out, and the data provided gives us an insight into how well the company performed over the last quarter relative to historical data.

Let's start with Apple's flagship product, the iPhone.

Apple sold 43.7 million iPhones, down 14 percent compared to the previous quarter but up 17 percent on the year-ago quarter. Revenues from the iPhone are down 20 percent compared to the last quarter but up 14 percent on the year-ago quarter.

This makes it the iPhone's third best quarter to date for the device, behind Q1 14 and Q1 13. It comfortably beats the sales that analysts were expecting, pegged to be in the region of 38 million.

Apple Q2 14 - iPhone sales

Moving on to the iPad, Apple sold 16.35 million tablets – iPads and iPad mini tablets – down 37 percent on the previous quarter and down 16 percent on the year-ago quarter. However, it still represents the fifth best quarter for the iPad, behind Q1 14, Q1 13, Q2 13, and Q3 12.

iPad revenues are down 34 percent compared to the previous quarter, and down 13 percent compared to the year-ago quarter.

Analysts were expecting iPad sales in the region of 19.4 million, so the actual figure falls well short.

Since Apple doesn't break down sales by type of iPad, we can't tell how much of an effect that the iPad mini is having on the full-sized, full-priced tablet.

Apple Q2 14 - iPad sales

Next up, Mac. Apple sold 4.14 million units, making it a mediocre quarter for the Mac, but it is still the sixth best quarter to date. Compared to the previous quarter sales are down 14 percent, but up 5 percent compared to the year-ago quarter.

Analysts were predicting sales in the region of 4.1 million, so there are no surprises either way here.

Apple Q2 14 - Mac sales

When it comes to the iPod, it seems the bottom has fallen out of the sales. Apple only managed to shift 2.75 million units, down 54 percent from the previous quarter and down51 percent from the year-ago quarter.

Analysts were expecting iPod sales in the region of 3 million, so a small disappointment here.

Apple Q2 14 - Mac sales

"We’re very proud of our quarterly results, especially our strong iPhone sales and record revenue from services," said Tim Cook, Apple’s CEO. "We’re eagerly looking forward to introducing more new products and services that only Apple could bring to market."

"We generated $13.5 billion in cash flow from operations and returned almost $21 billion in cash to shareholders through dividends and share repurchases during the March quarter," said Peter Oppenheimer, Apple’s CFO. "That brings cumulative payments under our capital return program to $66 billion."

Apple Q2 14 - Cumulative sales
Apple Q2 14 - Monthly sales


Topics: Hardware, Apple

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  • Good-bye iPad, Hello Windows tablets !

    Mac, iPod and iPad will be irrelevant in two years time.
    • It will be Hello Android first. Windows tablets are poor at best....

      • The only happy group...

        ... are those who saw what was coming and took short position on Apple over the last 24 months.

        Forget about tablets and think about how you can make good money out of Apple's cheapened/split shares. Would IToys be recovering in the coming three months, or will they be continuing to have negative growth? What will be the implication of the latter case occurring?

        See the fun side and always know competition is good for rational consumers.
        • Hey WonderMan

          Previous quarter was Apple's best quarter ever

          Last quarter was Apple's best holiday quarter ever

          So how can they CONTINUE to have negative growth...

          ... when they haven't started yet.

          And know that IP theft is bad for customers as it reduces real R&D
          Henry 3 Dogg
    • Why cumulative?

      I don't really understand the necessity for cumulative graphs? I mean, the cumulative is always going to be more.
      • It would

        Show some long term trends differently, I think. Like how the iPod graph has that 'step' look to it. Sure the same information is in the bar graph, but maybe they though that visualization was clearer?
        luke mayson
    • Microsoft makes a tablet?

      Sent from my iPad.
    • Hey Owl Net

      Hey Own Net

      If Windows tablets are so great, why do you spend so much time hanging around on iOS articles?
      Henry 3 Dogg
    • You're funny

      Windows tablets are still a spectacular failure. Microsoft's release of Office for iPad was a tacit admission of this.
  • They're becoming a one product company

    Not a sustainable trajectory. Tim, better get that new product category out there pronto!
    • Don't see it like that

      The only product that is rapidly disappearing is the iPod - mainly because music players make a lot less sense than they used to do.
      What is happening is that Apple devices are leveling steady - Macs with 5% share, iPhones at 15%, and I still believe iPads share can stay leveled a little better compared with the iPhone - maybe around 20%.
      iPhone result was very good, 5s was well received and I wonder if there is one larger cycle for Apple, related with devices replacement of current users.
      • Actually, your imagination is not letting you see things clearly,

        and the TREND shows that ALL of Apple's products are going downhill. The only good spin for Apple, is the comparison between same quarters for consecutive years. So, Apple could show growth in this quarter versus the same quarter last year, but, consecutive quarters show a decline in all of Apple's products. A downhill trend in consecutive quarters is a very big problem for any company, and no amount of spin is going to change that fact.
        • Quarters are not equal.

          The quarter containing Christmas is always the largest. The following quarter is always smaller.

          That's why you compare to the previous year's quarter.

          Please tell me you don't invest in the stock market.
          • Mac sales went against the market trend

            Sometimes it's almost impossible to beat the market, like with iPods - nobody sane would expect sales to grow there when the entire market is falling down.
            Having said that, it was interestingly that Mac sales are up YoY when the desktop PC market went down 4%. Macs are now more a "nice to have" than a core product for Apple, but giving the PC global market slowdown (even with the "XP effect") and the slightly increase in the ASP, I don't think it was a bad result for Apple.
            Macs ASP is about 3 times higher than the rest, share for Apple was clearly over 5%, if we consider ASP Apple must had more than 15% of desktop income during Q1, placing them in the some level of HP and only behind Lenovo (in profits they might have surpassed the 50% mark, but for philosophical reasons I don't like to give too much relevance to profits - but I'll be looking for contradictions when someone say there is no profits in android land :P ).
          • YoY comparisons are good indicators, but, even they aren't that great for

            some of Apple's products, with iPhones being the only product that showed good YoY results.

            But, one can never forsake the trend that shows a decline, from quarter to quarter, in all devices that Apple makes and sells. Apple set the "standard" for great quarter to quarter rise in sales, especially with iPhones, but, if those great sales were great bragging points for Apple then, then, they sales decline in quarter to quarter, has to be of great concern to Apple and to stockholders.

            Can't have it both ways.
        • Do you want me to search what you have said

          ... about WP decline on the last quarter? It was a different vision :-), and things are different for both platforms - one is stable, the other is trying to gain traction at all costs starting from a very small position, on the top of that it was against normal cycle.
          And again you don't even read the numbers, "ALL" - tell me your definition of all and let me know if you understand Apple cycle in sales. iPhone had the best Jan to Mar quarter, with a smaller decline from the previous quarter compared with last year.
          You can spin the numbers as you like, but it was a bad show for the iPad and a very good one for iPhone.
          Mac sales were as expected - not much to see there, and I'm sure iPod sales are going along the market trend.
          Considering market share I believe iPhone improved in the last 2 quarters.
          I've said it 2 years ago - share for the iPhone would settle between 10 and 20%, I belie I can say now it will be around 15%. I still predict iPad share can be a bit better than that in the mid run.
          • Eventually, iPhone sales will go to between 5-8% of overall market,

            just like the Macs had the traditional marketshare of 5-8%. It will take perhaps 2-3 years, but, they will have a very low marketshare, compared to what they've had in the last 7 years. That's not to say that they won't be making gobs of money, but, marketshare will decline.
  • That explains

    why they want to raise the price of the next iphone by 100 dollars - to make up for the cratering ipad.
    Those are disastrous numbers for the ipad ! Tablets are still a growing category and they came out with their ultra slim air models last quarter. Steve Jobs is spinning.
    • No you are spinning.

      Actually if you look at the graph iPad sales look strong and they are pretty well entrenched in the education and business market. If a company has gone to the trouble of writing some 50 apps for iPad, they are going to be hard to replace.
      • true

        Windows still control 90% of those market, so do not kid yourself.