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In a surprising turn of events, Apple’s MacBook sales have taken a considerable hit, with a projected 30% drop compared to 2022, according to renowned Apple supply chain analyst, Ming-Chi Kuo. This revelation comes in the wake of Apple’s decision to forgo any new Mac launches for the remainder of 2023.
In a recent Medium post, Kuo shed light on the anticipated sales figures, estimating a total of approximately 17 million units for the year. Notably, demand for the 15-inch MacBook Air witnessed a sharp decline post the back-to-school season, leading to an adjustment of shipment forecasts by a staggering 20% or more.
Kuo, who previously indicated that the introduction of MacBook models with the groundbreaking M3 chip was unlikely this year, now anticipates a notable drop in the momentum of MacBook shipments compared to previous years. He attributed this decline to a combination of factors, including diminishing work-from-home demand and a gradual waning of interest in Apple’s cutting-edge silicon and mini-LED displays.
Speculation abounds regarding Apple’s motive behind postponing product launches, with Kuo positing that it may be a strategic move to deplete existing inventory in preparation for next year’s releases. Apple’s optimism is pinned on the forthcoming M3 chip series, anticipated to inject fresh vigor into Mac sales in 2024, though Kuo remains cautiously optimistic.
In a prior report, Kuo expressed reservations about the potential of MacBooks featuring M3 chips to reinvigorate sales. He cautioned that demand for these devices might fall short of expectations, citing a perceived “lack of growth drivers.”
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This perspective essentially suggests that Apple is entering a phase where the explosive catalysts of recent years, such as the surge in work-from-home setups driven by the pandemic or the allure of the groundbreaking Apple silicon, may no longer be at play. Nevertheless, with Mac and iPad sales already experiencing a notable dip in 2023, Apple can look forward to more favorable year-over-year sales comparisons in 2024.