An Apple Inc. iPhone XS Max, center, and iPhone XS smartphones sit on display during a sales launch at a store in Chicago, Illinois, U.S. (Photographer: Daniel Acker/Bloomberg)

Apple to Stop Reporting Unit Sales of iPhones, iPads and Macs

(Bloomberg) -- Apple Inc. will stop reporting unit sales of iPhones, iPads, and Macs beginning in fiscal 2019, Chief Financial Officer Luca Maestri said on a conference call with analysts.

Apple’s shares extended a slump in late trading after the comments, falling as much as 7.4 percent.

Apple has long reported unit sales and revenue numbers for its major devices, such as the signature iPhone. Maestri said a 90-day snapshot of how many units are sold isn’t an accurate picture of Apple’s business.

IPhone unit sales barely grew to 46.9 million phones in the fiscal fourth quarter from a year earlier, even though new models were introduced in the period, the company reported earlier Thursday. The number fell short of analysts’ estimates and was a disappointment, considering there were no big iPhone launches in the same quarter last year.

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