Despite excellent quarterly results, Apple is struggling to entice consumers with its line-up of laptops. The Californian group recorded historically low sales this summer, with only 3.72 million units sold in the last quarter.
The Mac is doing badly. Mac sales have plummeted for several months during the last quarter, reaching a historic peak, with a 13% drop in sales compared to 2017.
In the second quarter of 2018, Apple would have run only 3.72 million Macs – historically low figures that demonstrate a real lack of consumer enthusiasm for the mac OS platform.
If – paradoxically – Apple is doing pretty well, especially thanks to the iPhone, Apple Watch and Apple Music, the Mac suffers. Mac sales would even have reached a historic low in 7 years
Several reasons explain this gigantic brake. First, the lack of a low-cost model within the apple line-up. Since the release of the MacBook Pro, Apple has no longer offered a new MacBook Air and the lack of an entry-level model has greatly reduced demand.
Second, the very slow refresh rate of the product line would severely hamper sales – many consumers are waiting for new versions of the iMac, MacBook Pro and MacBook Air to order.
Finally, there is of course the huge success of hybrids, a segment on which Apple has not yet launched, and which consumers are fond of.
The good news for Apple is that the end of the year could allow the apple to bounce back with the arrival of a new, more affordable MacBook, as well as a refresh of several models.