According to research firm IDC, Apple’s computer shipments fell 40.5% YoY in Q1 2023, alongside a general decline in consumer demand that affected all of the largest computer makers. However, Apple’s decline was the biggest. IDC data showed that Apple’s worldwide PC market share dropped from 8.6% to 7.2% between Q1 2022 and Q1 2023. Apple CEO Tim Cook had previously acknowledged that the challenging macroeconomic environment had impacted iPhone, Mac, and Apple Watch sales. Apple will release its March quarter earnings on May 4.
While weakened demand will negatively affect PC manufacturers in the short term, the IDC report noted that growth is expected to pick back up by year-end. This provides PC companies with an opportunity to finish “rejigging their plans” and addressing supply chain issues. Apple, in particular, will benefit from this breathing space as the company has started to push its suppliers and assemblers to move their operations beyond China.
The preliminary results represent a return to pre-COVID patterns and a coda to the era of COVID-driven demand, according to IDC. Even with heavy discounting, channels and PC makers can expect elevated inventory to persist into the middle of the year and potentially into the third quarter. Despite the challenging market conditions, there is potential upside for PC manufacturers, and Apple’s decline could signal an opportunity for the company to reassess its strategies and come back stronger in the future.
Yustika Kusuma Putri, she is social media marketer from Indonesia. I currently work as a Media Manager in Technologie Omicrom Sendas inc.
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