iPhones make up 63% of Apple’s 2018 sales; Apple services outsell Macs, iPads

Apple’s 2018 fiscal year ended in September. As such, Tim Cook’s company has released 2018 sales figures for the various iPhone, Mac, and other product lines.

To no one’s surprise, the iPhone is still the majority of Apple’s sales. For 2018, the iPhone earned Apple $166.7 billion, or 63% of total sales.

2018 iPhone sales figures are likely helped by the overall price increases on the smartphones. Apple’s putting more and more emphasis on phones costing upwards of $1,000 with the iPhone X and its successors. Meanwhile, they’ve dropped the cheapest model, the iPhone SE, which makes buying a low-end iPhone a more expensive proposition.

Of note is that Apple has announced they plan to stop announcing unit sales for iPhones, a.k.a. how many individual iPhones are sold. While this isn’t uncommon for electronics makers, it does complicate gauging how many iPhones are selling, and which models. Apparently, while sales revenue has risen the past several years (thanks to the more expensive iPhones), the number of iPhones sold has been flat.

The following infographics outline Apple’s overall sales, as well as how sales for the iPhone are doing.

Apple product sales for 2018
Infographic by Statista (CC BY-ND)
iPhone sales from 2013-2018
Infographic by Statista (CC BY-ND)

Apple services also see a sales boost

Another area that’s promising for Apple is sales of “services.” This is the category that includes iTunes, Apple Music, iCloud, their App Store, etc. Sales for 2018 in this category are at $37.2 billion. That’s higher sales than the traditional Mac line (at $25.5 billion), and twice the sales for the iPad (at $18.8 billion).

I’ll note that the Mac has been a declining part of Apple’s overall revenue for some years now, with Macs dropping below the majority of Apple’s sales in the mid-2000s. In 2016, Mac sales hovered around 11%. Some also feel (or fear) that Apple’s trying to push the iPad Pro as an eventual MacBook replacement. I doubt that—iOS still doesn’t fully replicate the functionality or horsepower of MacOS. Plus, there’ll be people who always want a traditional computer, i.e. not a tablet with a keyboard attached.

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