Apple’s MacBook Segment: Its Fiscal 1Q18 Performance



Fall in shipments and revenue

Apple (AAPL) reported revenue of $6.9 billion for its MacBook segment with shipments of 5.1 million units. Revenue and shipments fell 5% YoY (year-over-year) each in fiscal 1Q18 compared to revenue of $7.2 million and shipments of 5.4 million units in 1Q17. The average selling price for the segment was $1,349 in fiscal 1Q18, which is marginally higher than $1,348 in fiscal 1Q17.

Sales from MacBook fell in fiscal 1Q18 after four consecutive quarters of revenue growth.

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Apple launched the new iMac Pro in December 2017. According to Apple’s chief executive officer Tim Cook, “It’s an entirely new product line designed for our Pro users who love the all-in-one design of iMac and require workstation class performance.” Apple claims this product is the most powerful Mac ever. In fiscal 1Q18, more than 60% of Apple Mac buyers were first-time buyers, while that number in China (FXI) was 90%.

MacBook had a strong performance in emerging markets (EEM), with sales rising 13% YoY. MacBook experienced record sales in Latin America, India, Turkey, and Central and Eastern Europe. The active installed base for MacBook saw double-digit growth in fiscal 1Q18.

Apple has a market share of 8.2% in the PC space

Market research firm IDC (International Data Corporation) estimates that Apple’s MacBook shipments could rise 7.3% YoY (year-over-year) to 5.8 million units in 4Q17, indicating a market share of 8.2%. However, Apple’s official MacBook shipments came in at only 5.1 million units.

Global PC (personal computer) shipments were estimated to rise 0.7% YoY in 4Q17 to 70.6 million units. HP (HPQ) continued to lead the PC market with a share of 23.5%. The other top players were Lenovo (LNVGY), Dell, ASUS, and Acer with shares of 22.2%, 15.7%, 6.4%, and 6.4%, respectively.


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