Apple will stop reporting how many iPhones, iPads and Macs it sells

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Apple said it sold 46.9 million iPhones in the fiscal fourth quarter, missing analyst expectations of 47.5 million. Some talking heads will say that this is because Apple's growth is slowing, but it seems that the company doesn't think unit sales are the best way to look at financial results.

For the whole of 2018, Apple was set to sell about 2 million phones - a drop of about a million from a year ago, he said, as Indians baulk at high prices for the devices, driven by trade tariffs and a weak rupee.

On Thursday after Wall Street closed Apple chief executive Tim Cook had delivered a double dose of bad news at its quarterly sales update. This represented an increase of 21.1 percent from Q4 2017.

Q4 unit sales increased 20 percent year-over-year, or 18 percent sequentially.

Services revenue reached an all-time high of $10 billion. While that represents a 14 percent increase in iPhone sales when compared to last quarter, it's about the same number of iPhones sold this time previous year. We told you about Apple's Services contribution, but how did its product lineup do in terms of revenue? Analysts and investors use the figures to calculate the average selling price of Apple's devices and gauge the health of the company.

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Apple has started selling refurbished versions of the iPhone 8 and iPhone 8 Plus from past year.

Apple saw double-digit growth across all of its geographic segments, hitting new quarterly records for both Mac and Services.

For the fiscal fourth quarter, Apple is expecting revenue of $60 billion to $62 billion, which would represent year-over-year growth of 14% to 18%. Earnings came in ahead of analyst estimates at $2.91 per share.

"As demonstrated by our financial performance in recent years, the number of units sold in any 90-day period is not necessarily representative of the underlying strength of our business", Apple CFO Luca Maestri said during an earnings call, noting that the company's competitors did not disclose unit sales information.

"Apple management are probably more concerned that a higher unit sale price might prompt accusations that the company is taken its customers for granted by continually ramping up prices", he said. The division includes the App Store, subscriptions, Apple Music, Apple Care and Apple Pay. "But some people may fear that this now means that the iPhone units are going to start going negative year-over-year because it's easy to talk about great things and not show the details of things that aren't so great". Now Apple is making a change to ensure it doesn't have to talk as much about that problem.

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