Apple released its financial report for the fourth fiscal quarter of fiscal year 2023 (third quarter of 2023), which showed that Mac business revenue fell sharply compared to the same period last year.
Mac business sales in the fourth fiscal quarter were US$7.6 billion (currently about RMB 55.632 billion), compared with US$11.5 billion in the same period last year (currently about RMB 84.18 billion), a decrease of 34%. Mac revenue for the full year 2023 was $29.4 billion (currently about RMB 215.208 billion), down from $40.2 billion in 2022 (currently about RMB 294.264 billion).
Apple Chief Financial Officer Luca Maestri attributed this to two aspects. On the one hand, too fierce market competition, and on the other hand, the release of pent-up sales last year, which resulted in excessive proportions. of.
Maestri said last year’s supply chain issues in the second quarter led to a surge in Mac sales after recovery in the third quarter, and Apple has not been without supply chain-related issues this year.
Apple released the new M3, M3 Pro and M3 Max Macs in late October, but sales of those devices will be reflected in Q4. Apple CEO Tim Cook told CNBC he expects Mac performance to improve during the Christmas shopping season.
Tim Cook is confident about this: “I think the Mac business will improve significantly in the fourth quarter. We have launched the M3 series of chips and new Mac products equipped with this chip.”
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