While the official data is long overdue, a first report signed by the well-known analyst Ming-Chi Kuo announces good sales for the new iPhone 12 Pro, M1 MacBooks and iPad Air models, Apple entering the winter holiday season.
Starting with the iPhone 12, the report shows solid sales overall, but distributed differently than expected. Thus, the demand for the iPhone 12 Pro and 12 Pro Max series is above expectations, the higher price per unit being translated into higher revenues for Apple.
iPhone 12 Pro, better sold than iPhone 12 and iPhone 12 mini
Instead, the demand for the iPhone 12 and iPhone 12 mini series is lower than expected, which shows the tendency of consumers to impulsively buy their favorite iPhone, possibly taking as a benchmark the price of the monthly subscription and not the total cost.
IPad Air and MacBook sales saved by pandemic
Locked for longer in their homes, either due to quarantine measures or working from home, Apple fans also turned to the tablet segment, the new iPad Air range getting sales above expectations. Ming-Chi Kuo estimates that iPad sales will continue to grow even in early 2021, helped by the launch of new models with 5G support and screens with miniLED technology. In the second half of next year, an iPad model with a lower price is expected, its role being to invigorate sales at a time when fans with deep pockets have already bought one of the more expensive versions.
Although it is too early to talk about solid data, the new MacBook line with M1 family processors enjoys a demand beyond expectations, indicating good sales in the coming period.
Both the Apple Watch Series 6 and Apple Watch SE range get good sales, accounted for by “innovative health management features and improved design”. On the other hand, sales of AirPods accessories are lower than expected, with the predictions being for the next period or even a decrease of another 5% -10%. Given the previous predictions that anticipated a 20% increase in annual sales, driven by the decision to abandon the standard package with iPhone accessories, the evolution is surprising. In reality, the reduced sales could be caused by constraints in the supply chain, with Apple deciding to give priority to the manufacture of the iPhone 12.