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Apple Q4: iPhone sales of $26.44B, down 20% YoY, Mac sales $9.03B, up from $6.99B YoY, and iPad sales of $6.8B, up from $4.66B YoY

Larry Dignan / ZDNet :

ZDNet Larry Dignan

Context & Ripple Effects

This Q4 print captures an unusual inversion of Apple's usual hierarchy: iPhone revenue fell 20% YoY to $26.44B while Mac ($9.03B) and iPad ($6.8B) both grew sharply from their year-ago bases of $6.99B and $4.66B. Later coverage shows how temporary that mix was — Apple's Q4 2023 report had iPhone up 3% while Mac collapsed 34%, and the Q3 2025 print showed iPhone up 13% alongside a 15% Mac gain.

First-order effects

  • iPhone, Apple's largest revenue line, contracts 20% YoY to $26.44B, leaving the quarter dependent on Mac and iPad growth to offset the shortfall.
  • Mac and iPad each post double-digit-percentage-scale YoY gains, briefly becoming the growth engines instead of the lagging categories they are in most other quarters on record here.

Second-order effects

  • The Mac and iPad surges prove non-durable: every subsequent quarter in the coverage shows Mac declining (down 29%, 31%, 34%, then recovering only by 2025), indicating the 2020 spike pulled demand forward rather than expanding it.
  • With iPhone revenue swinging between -20% and +13% across these reports, Apple's quarterly optics increasingly hinge on which category happens to be cycling up, complicating year-over-year comparisons for investors tracking the stock.

Third-order effects

  • Across five years of these reports, no single hardware category sustains growth — iPhone, Mac, and iPad rotate between expansion and contraction — pointing toward an Apple whose revenue stability depends on the portfolio offsetting itself rather than any one product line.
  • If the rotation pattern holds, Apple's earnings narrative shifts from 'iPhone company' to a diversified-device cycle story, raising the stakes for whichever adjacent line (Wearables, Home, and Accessories, itself negative in four of six reported quarters) can become the consistent grower.

The trend: Apple's quarterly results have become a rotation among device categories — iPhone, Mac, and iPad trading growth and decline quarter to quarter — rather than synchronized expansion.

Discussion

  • @jsnell Jason Snell on x
    $AAPL chart notes: The Mac's been around for 36 years and this was its best quarter ever, at $9B in sales. Services hasn't been around nearly as long but managed its own record, $14.5B. https://twitter.com/...
  • @chriskeall Chris Keall on x
    Covid = iPhone delays, booming demand for Macs https://twitter.com/...
  • @lgerbeaux Lucas Gerbeaux on x
    @Techmeme @ldignan Makes sense. Innovation on the iphone front is too small. I still rock an iPhone 10 and it's just too good to justify getting anything else.