Apple’s Challenge in the Holiday Season

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In the world of tech giants, Apple is facing a significant challenge this holiday season. The company’s recent performance indicates a lack of a clear growth path after four consecutive quarters of shrinkage. In this detailed analysis, we will delve into the financial aspects, the perspectives of Apple’s executives, and the expectations of Wall Street regarding Apple’s performance in the upcoming holiday season.

Apple’s Fiscal Fourth-Quarter Report

Apple’s fiscal fourth-quarter earnings report revealed some intriguing insights. While the company managed to surpass analyst expectations, it’s important to note that revenue fell approximately 1% from the previous year to $89.5 billion, marking the fourth straight quarter of decline. This is a situation Apple hasn’t encountered since before the iconic iPhone was introduced in 2007.

Challenges and Weaknesses

CFO Luca Maestri, in a commentary on Apple’s performance, pointed to areas of continued weakness in the Mac, iPad, and Wearables businesses. Despite a relatively positive outlook for iPhone sales, these segments of Apple’s business have not been performing as expected.

Guidance and Wall Street Expectations

Apple no longer provides official hard number guidance, and Maestri stated that revenue for the current quarter will be “similar” to last year, despite having one less week in the holiday season compared to the previous year. Wall Street had higher expectations, with analysts projecting sales of approximately $123 billion, representing about 5% growth. Maestri also mentioned that the iPhone is expected to see year-over-year growth in absolute terms.

Challenges in the Mac Business

Apple’s Mac business faced a significant challenge as year-over-year Mac revenue fell by nearly 34% in the September quarter. While Maestri suggested a significant acceleration from the previous quarter, it still implies a decline compared to last year. Last year’s supply constraints contributed to a shift in sales from one period to another, affecting the comparison.

Declines in iPad and Wearables

Both the iPad and wearables businesses at Apple reported annual declines in the September quarter, and Apple anticipates further decreases in this quarter. The decline in iPad revenue was notable, with a 10% decrease. Maestri noted that the introduction of new iPad models in October 2022 temporarily boosted sales, which hasn’t happened this year.

Bright Spot: Services Business

Amidst these challenges, one bright spot for Apple this holiday season is its services business. This segment encompasses App Store sales, online cloud storage, AppleCare warranties, advertising, licensing deals with Google, and subscriptions like Apple Music. Maestri expressed optimism about the strong double-digit growth in the average revenue per week in the Services business.


In conclusion, Apple’s holiday season outlook is marked by challenges in key hardware segments but a more optimistic perspective in its services division. The absence of hard number guidance from the company and the expectations set by Wall Street make this holiday season a crucial period for Apple’s growth. Investors and tech enthusiasts will be closely watching to see how the tech giant navigates this unique holiday season challenge.