October 20, 2023
Apple MacBook shipments are expected to decline by approximately 30% year-over-year in 2023 to about 17 million units, according to a report from TF International Securities analyst Ming-Chi Kuo.
Kuo said demand for the new 15-inch MacBook Air has dropped significantly following the back-to-school shopping period, and that MacBook shipments during Apple’s fourth quarter will be lower than they have been in years past. Apple’s fourth quarter has historically been important for the company as consumers purchase devices as part of their holiday shopping.
Kuo said MacBook shipments are down in part because of declining demand from customers who work from home, as well as the “waning consumer appeal” of Apple’s mini-LED and silicon. He said shipments of the 15-inch MacBook Air are projected to be down more than 20% this year.
He added the company will not release any new products during the fourth quarter, which will allow it to “clear inventory and reformulate new product and marketing strategies” for next year.
The sources for this piece include an article in CNBC.
