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Apple, the darling of the IT industry, has finally hiccupped with the Company reporting their first downturn in 3 years.
Sales of Macs in November declined 1% from a year ago, while industry-wide PC sales rose 2%. The Company has also witnessed a 35% decline in desktop Macs.
Apple, which has outpaced the overall personal computer market this year despite its strategy of refusing to give out discounts, is now set to rethink this strategy in an effort to drive sales say analysts.
In the US, Apple is now selling iPhones in Supermarkets, however the Company has given no indication that they are set to do the same in Australia.
According to the Wall Street Journal some analysts are worried that sales will slow after the holidays as consumers pull back. On Monday, Goldman Sachs analyst David Bailey cut his estimate for Apple’s 2009 profit, warning “some nicks have started to emerge.” Mr. Bailey warned the company faces “a tougher environment” in the first two quarters of next year, when he believes consumer demand will further deteriorate.
Until last month, Apple’s premium-pricing strategy seemed to be paying off, as the company boosted profit and gained market share from Windows-based PC rivals like Hewlett-Packard Co. and Dell at a steady rate. In October, for example, Apple shipments grew 28% from a year earlier-four times the growth rate of the overall market, according to NPD.
Apple Chief Executive, Steve Jobs, told analysts in October the company wasn’t cutting prices on Macs, which make up 46% of the company’s revenue, because “we’re not tremendously worried” the downturn will drive customers to cheaper PCs.
