"The Street will find this a tough pill to swallow this morning as the transparency of the Cupertino story takes a major dent given that tracking iPhone units has become habitual to any investor that has closely followed the Apple story for the last decade+ and is critical to the thesis".
Abhinav Davuluri: Apple reported solid September quarter results thanks to 10 days worth of iPhone XS and XS Max sales as well as continued strength across these services and wearables businesses. So far so not so serious.
Those emerging markets are China and India which could not afford to buy expensive Apple gear. That would be bad.
"While the company believes units are a less relevant metric, we strongly disagree - particularly since we believe iPhone units will begin to decline y/y as a result of higher average selling prices", Raymond James analysts said.
This feels like a tempest in a teapot, though if investors think it's a gale in the technology ocean, then indeed it is.
The stock market value of Apple dipped below $1tn on Friday after the decision to stop revealing how many handsets it sells stoked concerns among investors that iPhone sales have peaked.
Amazon Drops $25 Minimum For Free Shipping
Not to be beaten on its home turf, Amazon is already looking to counter Walmart and Target with its own bolstered free shipping. Target announced last month it would offer free two-day shipping on all orders from November 1 to December 22.
Last year, Apple had to face one of the most controversial year endings when the infamous performance throttling feature was discovered to bog down older iPhones. Though on the plus side the firm will be disclosing gross margins for the product and services businesses which should help understand how Apple is evolving to more of a ecosystem approach versus a pure hardware company. The company is working on digital newspaper subscriptions and original video content for next year.
The company registered $62.9 billion in revenue, an increase of 20% over the same period previous year, and quarterly earnings per diluted share of $2.91, up by 41%.
For the quarter ended in September, Apple brought in $62.9 billion in revenue, beating expectations of $61.5 billion respectively. Shares in Facebook Inc, Amazon.com Inc, Netflix Inc and Google-owner Alphabet Inc all rose on a generally buoyant Wall Street.
The announcement is being seen as confirmation that users are starting to give up on Apple's revolutionary "no new functions for more cash" business model.
Sales in Greater China came in at $11.4 billion in the quarter, up 16 percent from a year earlier.
The Other Products category saw revenue jump 31 percent to $4.2 billion in revenue, likely on demand for Apple's Watch. Apple launched new MacBook Pros in July.