Apple won’t report iPhone unit sales and investors aren’t happy

By Felicity Duncan

When it presented its results last week, Apple announced a change to its reporting practices – it will no longer be reporting iPhone unit sales. Instead, it will report dollar sales only. It will also start reporting gross margins on hardware and services sales separately.

Investors and analysts reacted poorly to the news. The consensus seems to be that Apple has decided to stop sharing unit sales numbers because they are falling. This is probably true. Statistics show that consumers are upgrading their phones less frequently, and some consumers are starting to baulk at paying sky-high prices that can easily top $1,000 a phone.

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