Apple Q4 '13 hardware sales

Apple Q4 '13 hardware sales

Summary: Overall, Q4 '13 was the fifth best quarter for the iPhone, the sixth best for the iPad, and the fourth best for the Macs.

TOPICS: Apple, Hardware

Apple's Q4 2013 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 begin with Apple's flagship product, the iPhone.

Apple sold a total of 33.8 million iPhones, a record for a September quarter, and an increase on the same quarter a year ago, where Apple only sold 26.9 million. Overall, this is the fifth best quarter for the iPhone.

The iPhone pulled in revenues of over $19.5 billion for Apple over the quarter. Cumulatively, this takes the number of iPhones sold to over 421 million since the product was launched in 2007.

As expected, and as is normal practice, Apple did not break down sales data for the iPhone 5s and iPhone 5c.

iPhone sales data
(Data: Apple; Chart: ZDNet)

Moving to the iPad, Apple sold 14.1 million units, up a fraction on the same quarter a year ago, when the company sold 14 million. Revenues were $6.2 billion for the quarter. These figures put this quarter at number six for sales.

iPad sales data
(Data: Apple; Chart: ZDNet)

While looking at these numbers, it is important to bear in mind not only that both the iPhone and iPad were scheduled for a refresh, but also that this is a quarter preceding the holidays, which is historically the best quarter for Apple.

On the Mac front, it seems that sales have slid, down 4.6 million, compared to 4.9 million in the quarter a year ago. However, this quarter is still up there as the fourth best for the Macs. The Mac still earned Apple revenues of $5.6 billion for the quarter.

Mac sales data
(Data: Apple; Chart: ZDNet)

The iPod continues to slide into obscurity, selling only 3.5 million devices over the quarter, down from 4.6 million for the quarter a year ago. This is the lowest sales for the iPod since Q2 2004.

iPod sales data
(Data: Apple; Chart: ZDNet)

Overall, gross margins were 37 percent, compared to 40 percent in the quarter a year ago. International sales accounted for 60 percent of the quarter's revenue.

Cumulative sales data (AAPL)
(Data: Apple; Chart: ZDNet)
Quarterly sales (AAPL)
(Data: Apple; Chart: ZDNet)

"We're pleased to report a strong finish to an amazing year, with record fourth-quarter revenue, including sales of almost 34 million iPhones," said Tim Cook, Apple's CEO. "We're excited to go into the holidays with our new iPhone 5c and iPhone 5s, iOS 7, the new iPad mini with Retina display, and the incredibly thin and light iPad Air, new MacBook Pros, the radical new Mac Pro, OS X Mavericks and the next-generation iWork and iLife apps for OS X and iOS."

"We generated $9.9 billion in cash flow from operations and returned an additional $7.8 billion in cash to shareholders through dividends and share repurchases during the September quarter, bringing cumulative payments under our capital return program to $36 billion," said Peter Oppenheimer, Apple's CFO.

Topics: Apple, Hardware

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  • Some Idea of iPhone Mix

    We take the revenues for the quarter and divide by the units sold. I get an ASP of 577 dollars. Set up a spreadsheet with the retail price points for the 5 (5, 4s, 4-16/32/64) that begin the quarter and the 6 that ended the quarter (4s, 5c-16/32, 5s-16/32/64). You might be surprised at how well you can figure out the mix of Apple's phones. The average does suggest a lot of $549 phones got sold in the quarter.

    Well, as everyone knows, because it was such a FAIL, that can't be the 5c. So it must have been 4s, two year old, phones, that were selling like blazes until 9/20. Yes, I was being sarcastic.
    • As I mention elsewhere

      Total sales of 5c in its first few days was nearly 3 million. Compare that to total combined sales of all Lumia phones in the first quarter, that being 7.6 million, and you realise that the 5c is doing okay; not brilliant, but okay.
  • iPad has peaked

    I think the tablet market has peaked in many ways. Apple has way more completion now and this also goes for the iPhone as well. Mac's might be making some inroads in improvement as people become disconnected with Windows 8 options and move to Mac's. I also believe that even though the iPad cannibalized the Mac early on. Some are finding the tablet craze not satisfying in the long run. Could tablets be a fad? I have had both a iPad and a smaller Android tablet. Neither was inspiring after using them a few months. I began to use them less and less and moved back towards my PC. I just found both tablets to have limitations. Paul Thurrott made a good comparison. In approx. 3 months the PC industry sold as many PC's as Apple did iPads in 3 years. This is in a period of time when PC sales are at their slowest in history. Sometimes Apple products need to be put into perspective in relation to numbers.
    • I second that

      I agree that the tablet market has or is about to peak. The are very few persons who actually use a tablet for true productivity or essential operations, and those people were probably early adopters. They have a tablet and they have little reason to upgrade. For the rest, tablets are just companions and recreational devices. Scenarios like "oh, the laptop is busy, I'll grab the tablet", or "I'll read in bed for a while" or "don't forget to take the tablet for that long flight". For this type of usage there is also little reason to upgrade say... from an ipad 2, to an ipad air.

      I'll probably be stoned here just for saying ultrabooks :) but my bet is that ultrabooks are gonna make a comeback next year. Now with the 4th gen Core CPU out (Haswell) and SSDs dropping prices by the day, there's little in the way of every OEM to launch a slim, light, fast ultrabook with good battery life. Practically laptops are evolving into ultrabooks regardless the screen size,
      build materials and price.

      The old core 2 duo laptops sold en-mass 4-5 years ago, have a 2.5h batt life, weigh 3kgs (6.6 pounds) and they have a time bomb thermally speaking. Those default 4GB of RAM are also starting to be crammed as websites become heavier scripted... and the prospect of a shiny new, light machine with better battery life is becoming more and more enticing. People will then buy a new ultrabook and not a new tablet...
    • Some people have very short memories

      "This is in a period of time when PC sales are at their slowest in history."

      What an absurd comment. PC shipments in 2013 will be about the same as the total PC installed base in the late 1990's.

      You may not have been born then, but history had started.
      Henry 3 Dogg
  • the Mac Sales Curve is the Least Impressive

    This clearly explains why Apple needs to go the free software route. Despite amazing hardware, Apple won't be able to easily crack the enterprise market. And only when that happens will we see meaningful growth in Mac sales.