Apple's transition from Intel processors to its own M2 Ultra chips is now complete, marking a three-year shift. This shift prompted both Apple enthusiasts to upgrade and caught the attention of Windows supporters considering Macs. Interestingly, over half of Q2's Apple computer sales were made by new ecosystem users.
Apple CEO Tim Cook stated, "This quarter, we successfully migrated our entire lineup to Apple Silicon, driving strong upgrades and welcoming numerous new customers. Nearly half of our Mac customers this quarter were newcomers, and U.S. Mac customer satisfaction reached 96 percent."
The switch to Apple Silicon has indeed boosted market share. In Q2 2019, 4.077 million Macs were sold, capturing 6.3 percent of the PC market. Fast forward to Q2 2023, Apple secured 8.6 percent market share with 5.3 million units sold. A more prosperous Q1 2022 saw 9.3 percent market share and 7.342 million PCs shipped, many going to new ecosystem users.
Apple's tight integration of software and hardware empowers it to optimize application performance efficiently. This aids in maximizing profits and eliminates the need to pay Intel for processors. However, Apple's processors lack support for third-party discrete graphics, affecting Mac Pro users seeking powerful GPUs.
Despite the PC market's Q2 2023 decline of 13.4% YoY in shipments, Apple generated $6.8 billion in revenue, a 7% drop from the prior year. Notably, unit sales surpassed those of Q2 2022, possibly driven by new ecosystem users gravitating towards cost-effective models. In contrast, Q2 2022 showcased sales growth in high-end MacBook Pro models based on M2 Pro and M2 Max processors. Apple's PC business outperformed Lenovo, Dell, and Acer in unit sales growth.
Looking ahead, Apple anticipates a decrease in revenue from the Mac and iPad segments in the next quarter.
