shows Apple took the biggest hit in Q1 2023 as Mac shipments fell 40% compared to the same quarter of 2022. The main reason is the end of the pandemic boom in the PC market, followed by excess inventory and the worsening macroeconomic climate.
“Though channel inventory has depleted in the last few months, it’s still well above the healthy four to the six-week range,” said Jitesh Ubrani, research manager for IDC’s Mobility and Consumer Device Trackers. “Even with heavy discounting, channels, and PC makers can expect elevated inventory to persist into the middle of the year and potentially into the third quarter.”
Interestingly enough, while there was a pandemic boost for Mac shipments, this growth coincided with the company’s redesign of M1 Macs with the high-end MacBook Pro models. With the M2 machines, on the other hand, customers hadn’t felt the urge to buy new Mac products again.
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