Apple to stop sharing how many iPhones, iPads and Macs it sells

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(Bebeto Matthews/AP)

Apple is to stop revealing the sales figures of its main products, including the iPhone, iPad and Mac, in future financial results.

The technology giant already does not disclose sales figures for some devices such as the Apple Watch, AirPods and HomePod smart speaker.

(Bebeto Matthews/AP)
(Bebeto Matthews/AP)

The company’s chief financial officer, Luca Maestri, said in a conference call after the latest results were released that the decision was taken because the figures are “not representative of the underlying strength of our business”.

It comes as Apple revealed no change in its year-to-year iPhone sales; however, revenue from the smartphone’s sale had risen by 29%, driven by the introduction of more expensive handsets, including the iPhone X last year the iPhone XS and XS Max last month.

“A unit of sale is less relevant for us today than it was in the past, ” Mr Maestri added.

Most other major tech firms also do not release their sales figures for individual products, Apple pointed out.

The company has just completed a full refresh of its major product lines, having introduced a new iPad Pro and MacBook Air earlier this week, following the release of the iPhone XS, XS Max, XR and Apple Watch Series 4 over the past two months.