MacBook Shipments to Decline 30% YoY in 2023 [Kuo]

Apple's MacBook shipments are expected to decline 30% year over year in 2023 to around 17 million units, according to a report from TF International Securities analyst Ming-Chi Kuo.

In a new post, the analyst says demand for the 15-inch MacBook Air has dropped significantly following the back to school period and predicts that no new MacBooks will be unveiled this year.

A lack of new models will likely result in lower shipments for this holiday season, as compared to past seasons.


There are no new products in 4Q23, and MacBook shipment momentum will be significantly lower than in past peak seasons. The key to no new products is that Apple needs to clear inventory and reformulate new product and marketing strategies for 2024.

Kuo notes that Apple is also facing challenges from declining work-from-home demand and potential waning appeal of its silicon. He warns that lower shipments could significantly impact the revenues and profits of key MacBook suppliers.

We'd expect sales to pick up following the launch of new M3 MacBooks next year, many of which are already in testing.

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