Apple's renowned analyst, Ming-Chi Kuo, has recently made a concerning prediction about the company's MacBook computers. According to Kuo, shipments for MacBook computers are expected to plummet by approximately 30% year over year in 2023, with only 17 million units making their way to consumers. Additionally, Kuo anticipates a decline in MacBook shipments during Apple's fourth quarter, a period traditionally marked by strong sales.
So, what's behind this decline in MacBook demand?
Kuo points to a significant drop in demand for the new 15-inch MacBook Air, particularly following the back-to-school shopping season. The annual rush for student-friendly devices seems to have missed the MacBook Air, causing a dip in demand. There seem to be a few other factors such as WFH becoming more predominant in the modern-day work environment.
As the world adjusts to a hybrid work model, Kuo highlights a decline in demand from customers who now work from home. With the need for powerful, portable computers being redefined, MacBook sales are feeling the impact.
Also, the "waning consumer appeal" of Apple's mini-LED and silicon technology has contributed to the MacBook shipment decline, says Kuo. As customers seek the latest and greatest features, this shift in preferences is evident in the demand drop.
Kuo delivers another piece of news by stating that Apple won't introduce any new products during the fourth quarter. This strategic move allows the company to clear existing inventory and brainstorm new product and marketing strategies for the upcoming year.
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