Ming-Chi Kuo says sales of the 15-inch MacBook Air will be 20% below expectations following a decline in demand after the Back to School season.
“Demand for the new 15-inch MacBook Air dropped significantly after the back-to-school (BTS) period, with shipment forecasts revised downward by about 20% or more this year,” he wrote in his blog. “MacBook shipments are expected to decline by approximately 30% YoY to about 17 million units in 2023.”
“There are no new products in 4Q23,” he continued, “and MacBook shipment momentum will be significantly lower than in past peak seasons.”
“Current challenges for the MacBook include declining work-from-home (WFH) demand,” says Kuo, “and the potential waning consumer appeal of Apple’s silicon and mini-LED.”
Despite that unqualified comment about Apple Silicon consumer appeal dropping, Kuo also reports that “Apple expects the M3 processor to boost MacBook shipments in 2024,” but he’s guarded about “whether this strategy will be effective.”
He also notes that key MacBook components, and the assembly of them in production, is “significantly higher than that of general Windows notebooks (by more than three times), which significantly impacts the revenues and profits of key MacBook suppliers.”
This story originally appeared on Appleinsider
