NPD data shows Apple sales and revenues in freefall

Data released by NPD seems to suggest that while PC sales and revenues have experienced a small year-on-year growth, Apple sales and revenues are in freefall.

Data released by NPD seems to suggest that while PC sales and revenues have experienced a small year-on-year growth, Apple sales and revenues are in freefall.

I've organized the NPD data in six charts, three relating to sales, and three relating to revenues.

Unit growth

Revenue growth

The shocking data here relates to Apple notebooks sales. Up until February, year-on-year sales in this segment were strong for Apple, but things took a huge dive in February, with units down 7.5% and revenues down a massive 14.3%. Desktop data also looks like a bloodbath. While PC desktop year-on-year units are down 10% and revenues down 12.4% year-on-year, Apple desktop units are down an unbelievable 36.4% year-on-year, dragging revenues down 42.5% year-on-year. These numbers have got to make scary reading for Apple investors.

The reason for the decline? I'm guessing that price has a lot to do with it. I expect that Apple will experience an increase in units and revenues for March, but at present I'm not convinced that the recent Apple product refreshes will be enough to turn things around for a while.

However, even given this data, I think that it's too early for Apple to blink and start cutting prices. Apple's got the cash to weather the current financial storm. Dropping prices is a one-way street and once the economy turns around it would be hard for Apple to start increasing prices again.

Thoughts? Anyone here put off buying a new Mac in the current climate because of price? Do you think Apple should drop prices or hold out and weather the storm? Do Microsoft's recent "Get a PC" ads have anything to do with Apple's declining revenues and unit sales?

Newsletters

You have been successfully signed up. To sign up for more newsletters or to manage your account, visit the Newsletter Subscription Center.
See All
See All