Strategy Analytics: Apple Shipped an Estimated 65.9 Million iPhones in Holiday Quarter - MacRumors
Skip to Content

Strategy Analytics: Apple Shipped an Estimated 65.9 Million iPhones in Holiday Quarter

Apple shipped an estimated 65.9 million iPhones during the first fiscal quarter of 2019 (aka the fourth calendar quarter of 2018) according to new data shared today by Strategy Analytics.

As of this quarter, Apple is no longer providing a breakdown of unit sales of the iPhone, iPad, and Mac, so we will not have concrete data on how well the iPhone is selling going forward.

iphonexsxsmax
Apple in Q1 2018 sold 77.3 million iPhones, which would mean Apple sold 11.4 million fewer iPhones in Q1 2019 if Strategy Analytics' estimates are correct, marking a 15 percent decline in sales year-over-year.

Global iPhone shipments fell sharply, due to high retail pricing, unfavorable foreign exchange rates, intense competition from rivals like Huawei, battery replacement programs driving longer ownership cycles, diminished carrier subsidies in some developed markets, and flagging demand in some emerging markets.

Apple's Q1 2019 iPhone revenue was $52 billion, down from $61 billion in the year-ago quarter, also a 15 percent decline. The drop in iPhone revenue led to total revenue of $84.31 billion, down from $88.3 billion in Q1 2018.

Despite the decline in iPhone sales, which Apple CEO Tim Cook has attributed to weakness in China and fewer upgrades, Q1 2019 was Apple's second-best in terms of both revenue and profit, coming in behind only the first fiscal quarter of 2018.

Popular Stories

Apple Logo Cash Feature Yellow

Apple to Report Q4 2026 Earnings on November 2

Tuesday October 6, 2026 2:43 pm PDT by
Apple plans to announce its earnings for the fourth fiscal quarter of 2026 on Monday, November 2, according to the company's updated Investor Relations page. The earnings report will be available at 1:30 p.m. Pacific Time on November 2, with new Apple CEO John Ternus and CFO Kevan Parekh to discuss the results during a 2:00 p.m. Pacific Time phone call. Apple will stream the call on its...
iphone duo screen crack

Apple Responds to iPhone Duo Display Cracking Reports

Monday October 26, 2026 10:20 am PDT by
Shortly after the iPhone Duo launched, a few users reported hinge issues that were causing cracks in the inner display. Apple has now responded to the reports in a statement to MacRumors, saying a small number of units are affected. The response to iPhone Duo from early users has been incredibly positive, and we are seeing exciting things from developers who are rapidly updating their apps...
iphone duo screen crack in store

Crackgate? iPhone Duo Owners Report Screens Breaking Along the Hinge

Friday October 23, 2026 11:05 am PDT by
Some iPhone Duos are already experiencing hinge issues that cause display cracks, based on photos shared on Reddit and the MacRumors forums. Almost all of the display faults are right along the hinge, and most result in a line of bright pixels across one side of the screen. An iPhone Duo owner in Australia said his device cracked after being opened fewer than 20 times, and there was no...

Top Rated Comments

Bawstun Avatar
101 months ago
65.9 million phones sold in the holiday quarter. How will they ever recover?
15% down, and it’s the tip of the iceberg. BlackBerry RIM didn’t collapse their sales in a year. Nokia didn’t disappear overnight. Motorola didn’t vanish in a quarter or two.

15% decline is nothing to laugh at or ignore. The massive PR failures under Cook is nothing to laugh at.
Score: 11 Votes (Like | Disagree)
101 months ago
15% down, and it’s the tip of the iceberg. BlackBerry RIM didn’t collapse their sales in a year. Nokia didn’t disappear overnight. Motorola didn’t vanish in a quarter or two.

15% decline is nothing to laugh at or ignore. The massive PR failures under Cook is nothing to laugh at.
Apple is moving to a services company. Sure, iPhone revenue was down, but what about the 19% growth in non iPhone? iPad, Mac, Services, and wearables were up HUGE. So much that Apple reported $20B in net income, the same as last year. That means despite China absolutely falling off a cliff and a large decline in iPhone revenue, Apple was able to be JUST as profitable because of their strength in other businesses.

That’s because Apple is becoming less reliant on iPhone sales.

The installed base went from 1.3 to 1.4B over that time, including 900M iPhones. This shows people aren’t leaving. They just aren’t upgrading as fast.

The problem RIMM and Nokia had was the iPhone. There is nothing that has changed the industry, so it’s not comparable. People are keeping their phones longer, not moving away from iPhone. Those companies didn’t have the ecosystem or $100B in non iPhone revenue like Apple does.

Are you predicting Apple will lose 90% of its value like Nokia and RIMM? What is the time frame? Shouldn’t you be shorting the stock? Be specific. Don’t just throw stuff out.
[doublepost=1548817392][/doublepost]
You must have selective memory because RIM dropped over 20% YOY from their peak, and it accelerated after that. Moreover, RIM’s decline was during an economic expansion. And even in its heyday, RIM never achieved the profitability of Apple.
And it dropped so much because the industry was being disrupted by the iPhone.

What is disrupting the industry now? Pretty much market saturation, not a product Apple is missing the boat on and playing catch-up.

This is what these arm chair analysts miss in their false narratives. There is some weakness in China and iPhone in a quarter and all the sudden Apple is doomed. “Tip of the iceberg” talk and ignoring everything positive. It's comical.
Score: 8 Votes (Like | Disagree)
101 months ago
The more reason it is an embarrassing shameful fact that Apple is upping their prices and neglecting the Mac. 20 billions of profit in one quarter and Timmy telling you that he doesn’t care about numbers and that the customer comes first :rolleyes:

I want to believe :(
Of course Tim says the customer comes first, just like the cow comes first for every dairy farmer on the planet. Because Apple is milking their loyal customer base for everything they got. Next year the prices will be even higher to offset the even lower numbers sold.
Score: 8 Votes (Like | Disagree)
2GoldFish Avatar
101 months ago
Let me think. What would an Apple loyalist say to this?
[LIST=1]
* Decline in unit sale is irrelevant. (Despite iPhone sales account for majority of revenue)
* Apple is a 'service company' now. (Despite growth in service revenue is less than decline in iPhone sale)
* This report is fake. No one knows the answer, because Apple no longer publish unit sale.
Score: 7 Votes (Like | Disagree)
I7guy Avatar
101 months ago
15% down, and it’s the tip of the iceberg. BlackBerry RIM didn’t collapse their sales in a year. Nokia didn’t disappear overnight. Motorola didn’t vanish in a quarter or two.

15% decline is nothing to laugh at or ignore. The massive PR failures under Cook is nothing to laugh at.
The $84B Apple delivered is nothing to laugh at either. Citing BB and Nokia, two organizations that unlike Apple, didn’t change with the times is a false equivalency.

Massive PR failures are not showing in the numbers, unless one considers $84B a dismal financial failure.
Score: 4 Votes (Like | Disagree)
az431 Avatar
101 months ago
15% down, and it’s the tip of the iceberg. BlackBerry RIM didn’t collapse their sales in a year. Nokia didn’t disappear overnight. Motorola didn’t vanish in a quarter or two.

15% decline is nothing to laugh at or ignore. The massive PR failures under Cook is nothing to laugh at.
You must have selective memory because RIM dropped over 20% YOY from their peak, and it accelerated after that. Moreover, RIM’s decline was during an economic expansion. And even in its heyday, RIM never achieved the profitability of Apple.
Score: 3 Votes (Like | Disagree)
Latest Stories
Best Buy Details Black Friday Plans With Early Deals Available on Halloween
Best Buy Details Black Friday Plans With Early Deals Available on Halloween
50 minutes ago
Apple Reportedly Plans to Release MacBook Neo 2 in First Half of 2027
Apple Reportedly Plans to Release MacBook Neo 2 in First Half of 2027
2 hours ago
M5 vs. M6 MacBook Pro Buyer's Guide: All Differences Compared
M5 vs. M6 MacBook Pro Buyer's Guide: All Differences Compared
3 hours ago
New iMac Available With 2.5 Gigabit Ethernet Port on Power Adapter
New iMac Available With 2.5 Gigabit Ethernet Port on Power Adapter
3 hours ago
M4 vs. M6 iMac Buyer's Guide: Should You Upgrade?
M4 vs. M6 iMac Buyer's Guide: Should You Upgrade?
3 hours ago
Apple Expected to Announce MacBook Pro With Touchscreen Tomorrow
Apple Expected to Announce MacBook Pro With Touchscreen Tomorrow
3 hours ago
Banktivity Offers 30% Off First Year Subscriptions for MacRumors Readers
Banktivity Offers 30% Off First Year Subscriptions for MacRumors Readers
4 hours ago
M6 MacBook Pro's 170GB/s Memory Bandwidth Skips Base 16GB Model
M6 MacBook Pro's 170GB/s Memory Bandwidth Skips Base 16GB Model
4 hours ago
M6 iMac Pre-Orders and Release Date Announced
M6 iMac Pre-Orders and Release Date Announced
5 hours ago
Apple Updates Creator Studio With New Tools and AI Features
Apple Updates Creator Studio With New Tools and AI Features
5 hours ago
M6 14-Inch MacBook Pro: Pre-Orders and Release Date Announced
M6 14-Inch MacBook Pro: Pre-Orders and Release Date Announced
5 hours ago
Apple Announces New 14-Inch MacBook Pro With M6 Chip
Apple Announces New 14-Inch MacBook Pro With M6 Chip
5 hours ago
Apple Announces New iMac With M6 Chip and More
Apple Announces New iMac With M6 Chip and More
5 hours ago
Apple Fixes Possibly Exploited CoreGraphics Flaw on Older iPhones
Apple Fixes Possibly Exploited CoreGraphics Flaw on Older iPhones
6 hours ago
Apple's MacBook Pro Touch Bar Was Announced 10 Years Ago Today
Apple's MacBook Pro Touch Bar Was Announced 10 Years Ago Today
8 hours ago
iPhone 18e Could Get Two Key Upgrades While Keeping 60Hz Display
iPhone 18e Could Get Two Key Upgrades While Keeping 60Hz Display
8 hours ago
New iMac and 14-Inch MacBook Pro With M6 Chip Expected Tomorrow
New iMac and 14-Inch MacBook Pro With M6 Chip Expected Tomorrow
16 hours ago
JAŸ-Z to Headline 2027 Apple Music Super Bowl LXI Halftime Show
JAŸ-Z to Headline 2027 Apple Music Super Bowl LXI Halftime Show
16 hours ago
macOS 27.2 Stops Upgrades From Removing Rosetta
macOS 27.2 Stops Upgrades From Removing Rosetta
16 hours ago
Older Siri Remotes Now Show Up in Find My With iOS 27.2
Older Siri Remotes Now Show Up in Find My With iOS 27.2
18 hours ago
iPhone Duo Features Independent Rotation Lock Controls
iPhone Duo Features Independent Rotation Lock Controls
18 hours ago
iOS 27.2 Features: Everything New in iOS 27.2
iOS 27.2 Features: Everything New in iOS 27.2
19 hours ago
Why Can't iPhone Duo Users Make Eye Contact on FaceTime?
Why Can't iPhone Duo Users Make Eye Contact on FaceTime?
19 hours ago
iOS 27.2 Fixes Over 160 Security Vulnerabilities
iOS 27.2 Fixes Over 160 Security Vulnerabilities
20 hours ago
iPhone AI Images and Edits Now Have a Hidden Watermark
iPhone AI Images and Edits Now Have a Hidden Watermark
21 hours ago
iOS 27.2 Lets You Watch Four Live Sports Streams on iPhone
iOS 27.2 Lets You Watch Four Live Sports Streams on iPhone
22 hours ago
iOS 27.2 Expands Dual Capture to Group FaceTime
iOS 27.2 Expands Dual Capture to Group FaceTime
23 hours ago
Here's Why Apple's Next Pre-Orders Begin on Wednesday at 10:10 AM
Here's Why Apple's Next Pre-Orders Begin on Wednesday at 10:10 AM
23 hours ago
Apple Says Siri AI Will Support Even More Languages Later This Year
Apple Says Siri AI Will Support Even More Languages Later This Year
23 hours ago
Apple Releases iOS 27.2 With New Siri AI Languages
Apple Releases iOS 27.2 With New Siri AI Languages
1 day ago