Kogan sales numbers show iPhone tipping point

afr.com

2 points·SyneRyder··2 comments

The article is paywalled, but the TLDR is that Apple product sales are down more than 50% year-over-year at this particular Australian online retailer. They announced that in the same time frame, sales of other brands (they namecheck "Samsung, Google, Xiaomi, Garmin etc") were up 8.5%.

The chart the Financial Review published (taken from Kogan's announcement to the Australian Stock Exchange) was this one:

https://static.ffx.io/images/$width_620/t_resize_width/t_sha...

Kogan's full PDF ASX announcement is here:

https://www.asx.com.au/asxpdf/20190117/pdf/441xjyf2cfzjp6.pd... [PDF]

Obviously this is just one retailer's numbers, and Kogan is a bit of a special case (they compete mostly on price). But if Tim Cook won't release Apple sales numbers any more, perhaps retailers will start sharing their Apple sales figures instead, like Kogan have. A 50% drop in Apple product sales in a single year is far more than I personally was expecting.

Bear in mind this is a year in which the price of iPhones went up significantly, as they try to increase revenue in the face of slowing sales growth. The fact that sales at a low price outlet subsided is pretty much to be expected.

I think Apple is consciously sacrificing unit sales as a result of this strategy.

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