5 It Will No Longer Report Unit Sales

This was, perhaps, the biggest unexpected bombshell that Apple dropped on investors and media outlets. Basically, going forward, Apple will no longer report unit sales for its iPhone, iPad and Mac segments.

The change will kick in starting next quarter and it’s a big deal for market analysts and watchers. Presumably, Apple is making the change to steer attention away from stagnant iPhone growth.

Apple CFO Luca Maestri announced the change and added that unit sales over a 90-day period are no longer as “relevant” as in Apple’s past.