Apple Sales Miss Estimates on Sluggish Economy, Supply Snags

(Bloomberg) —

Apple Inc. reported a steeper sales decline in its holiday period than Wall Street feared, showing the toll of an economic slowdown and lingering supply snags.

Revenue in the fiscal first quarter amounted to $117.2 billion, the company said in a statement Thursday. That compared with Wall Street projections of about $121.1 billion. The shares fell in extended trading.

The results show that Apple hasn’t been able to dodge the tech slowdown afflicting many of its competitors. Demand for smartphones and computers has slumped in the past year, and Covid-19 restrictions in China added to Apple’s woes during the holiday sales period. Timing was another issue: The company didn’t launch new Macs and HomePods until recent weeks, missing the end of the first quarter.

Earnings came in at $1.88 per share, compared with an average estimate of $1.94 per share. The Cupertino, California-based technology giant didn’t provide a revenue outlook for the second quarter, continuing an approach it adopted at the start of the Covid pandemic in 2020.

Read more: How Apple timed the launch of its new Macs, HomePod

Apple shares had closed up 3.7% at $150.82 in New York. They have gained 16% this year.

Chief Executive Officer Tim Cook cited a “challenging environment” in the statement. “We remain focused on the long term,” he said.

Apple generated $65.8 billion from its flagship product, the iPhone, missing the estimate of $68.3 billion. That also represents a decline the $71.6 billion that the product brought in a year earlier. While the latest iPhone was a more significant leap than the previous version, the factories producing the popular Pro models in China were shuttered for several weeks during the quarter due to pandemic restrictions.

The company made $7.74 billion from the Mac, well short of the $9.7 billion estimate. That’s also a significant drop from $10.9 billion a year ago.

It was a tough year-over-year comparison given that Apple launched a revamped MacBook Pro line in the previous holiday period. This time around, it didn’t update the MacBook Pro and Mac mini models until the current quarter.

(Updates with product sales in seventh paragraph.)
By Mark Gurman

Follow us on social media for the latest updates in B2B!

Image

Latest

marketers
Daily 12 Minute AI Habits for Marketers with Measurable Results
December 19, 2025

In this episode of The Marketing AI SparkCast, Aby Varma—founder of Spark Novus, which partners with marketing leaders to adopt AI responsibly and strategically—hosts Frank Lazaro, author of Finding 12 Minutes. Their conversation reveals how marketers can practically implement AI into daily workflows and unlock measurable productivity—starting with just twelve minutes a day. Topics Covered: The…

Read More
sports
The Business of Sports Tourism: How Dallas Converts Sporting Events Into Long-Term Economic Growth
December 19, 2025

Dallas–Fort Worth is entering its biggest global sports moment in decades. FIFA has confirmed the region will host nine matches at AT&T Stadium (branded as “Dallas Stadium” during the tournament) as part of the expanded 48-team, 104-match 2026 FIFA World Cup. With the group-stage draw now public and local planning accelerating—from stadium upgrades to…

Read More
in-home senior care
Bridging the Gap Between Hospital Discharge and Daily Life: How In-Home Senior Care Improves Outcomes and Reduces Readmissions
December 19, 2025

As hospitals across the U.S. shorten length of stay and push more recovery into the home, families are increasingly left to manage complex care needs without formal training or support. Roughly one in five patients with chronic conditions like COPD or congestive heart failure is readmitted within 30 days—a cycle that costs the healthcare…

Read More
business
Why Passion Beats the Perfect Business Idea by Ben Maitland
December 18, 2025

In a moment when AI tools, creator platforms, and decentralized media are reshaping how companies grow, founders are being forced to rethink what actually drives long-term success. According to Forbes, citing CB Insights research, 42% of startups fail because there simply isn’t a market for their product or service. As markets move faster and business…

Read More