Apple’s Profit Roller‑Coaster 2023
Apple’s newer “quarterly numbers” look pretty good on paper—$7.5 bn of profit for the last three months—but the big picture paints a different story. In 2012 the tech titan walked away with $8.2 bn, so it’s actually a dip.
Year‑End Overview
- Annual earnings fell from $41.7 bn (≈£26 bn) in 2012 to $37 bn (≈£23 bn) in September 2023.
- This is the first time Apple’s yearly profit has dipped since 2001.
What’s Slowing Things Down?
- Computer sales were sluggish, with Mac shipments dropping to 4.6 mn from 4.9 mn last year.
- Margins dipped, largely because Apple is selling more iPhones than ever but at slimmer margins.
Phone and Tablet Sales – Still a Move
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<liiPhone sales hit a new record of 33.8 mn units in Q4, up from 26.9 mn in the same period last year.
- The iPad numbers stayed steady—14.1 mn sold last quarter compared with 14 mn earlier in 2012.
Revenue: A Bright Spot
Apple’s total revenue was $37.5 bn, nudging up to $36 bn a year ago. So while profits are a bit on the slide, income is still healthy.
The CEO’s Confidence Statement
Tim Cook expressed excitement about the holiday launch lineup:
“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.”
What’s Next?
Apple’s push toward a fresh lineup suggests it’s looking to maintain momentum. Even though computer sales may be weaker, the hype around the new iPhones and iPads could keep the brand’s fanbase buzzing into the holiday season.
