"This is a little bit like if you go to the market and you push your cart up to the cashier and she says, or he says, 'How many units do you have in there?'" Cook said. Maestri reiterated his earlier reasoning for no longer breaking out unit sales, while Apple CEO Tim Cook said that Apple's installed base is growing by the double digits on a percentage basis. Citigroup analyst Jim Suva noted that "some people may fear that this now means that the iPhone units are going to start going negative year-over-year because it's easy to talk about great things and not show the details of things that aren't so great." The last question of Apple's earnings call addressed the company's plans to no longer detail unit sales. "Furthermore, our unit of sale is less relevant for us today than it was in the past, given the breadth of our portfolio and the wider sales price dispersion within any given product line." "As demonstrated by our financial performance in recent years, the number of units sold in any 90-day period is not necessarily representative of the underlying strength of our business," Financial Chief Luca Maestri said Thursday during a call with analysts. It likely reflects the fact that Apple's unit sales have been flat and even falling in some periods while its revenue has been rising due to higher device pricing. In a surprising move, Apple said it would no longer detail unit sales for its iPhones, iPads and Macs, starting with the December quarter. Analysts overall expected Apple's fourth-quarter ASP to total $741, according to Bernstein's Sacconaghi. The average selling price (ASP) for the iPhone soared to $793 from $618 a year ago.
While units were about flat, revenue from iPhones jumped 29 percent to $37.2 billion as people seek out Apple's pricier devices like its new $999 iPhone XS and $1,099 XS Max.
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