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Apple may sell 25m iPods in Dec quarter

updated 01:55 pm EST, Wed November 21, 2007

Study: 24-25m iPod sales

Apple may have already sold between 24-25 million iPods during its December quarter, according to Piper Jaffray senior analyst Gene Munster. Citing new NPD data to back the estimate, Munster is predicting 23.5 million iPod sales for Apple's December quarter, which falls above Wall Street consensus of around 23 million shipments. "We see this as a positive data point, and we note that we have conservatively factored in an avg monthly contribution for October of 15 percent vs. the 3 year average of 12 percent due to the innovative new iPods released in September," the analyst said. Piper Jaffray reiterated its "Buy" rating on Apple shares with a $250 price target. [corrected]

Munster cautions that his 24-25 million unit approximation is based on various assumptions and is an extrapolation of one month of data, adding that when the second month of data is released his analysis will likely lead to a slightly different iPod unit figure than his current estimate.

"Our analysis of NPD iPod unit data starts by looking at the percentage contribution in NPD data from each month of the quarter in past December quarters. Over the past three December quarters, iPod unit shipments were broken down monthly as follows (on average): October - 12 percent, November - 24 percent, and December - 64 percent."

The analyst conservatively factored in a larger-than-average October monthly contribution (15 percent) for his estimate because "the new iPods announced in September are radically different from the previous models."

Apple has over the last three years routinely announced new iPods in September, but Munster says this year's models are significantly more innovative than the past upgrades and, as such, are driving sales in October to a greater degree than they have in the past.

"Using the first month of NPD data and the typical percentage of iPods shipped in the first month, we can extrapolate to get an estimate for what NPD data will look like for the full December 2007 quarter. Using the estimate for NPD data in the full December 2007 quarter, we can measure the year-over-year and quarter-over-quarter growth rates vs. the December 2006 quarter and September 2007 quarter NPD iPod units," Munster explained.

"Applying the growth rates implied in the extrapolated full December 2007 quarter NPD data estimate to the iPod unit shipment actuals for December 2006 and September 2007, we can arrive at an average estimate for total actual shipments in the quarter. Our analysis points to iPod units of between 24 million and 25 million in the December 2007 quarter, compared to our estimate of 23.5 million and the Street consensus of approximately 23 million."

by MacNN Staff





  1. artman1033

    Joined: Dec 1969


    25 million in quarter not

    READ IT AGAIN macnn, Gene says they might sell 25 million in the quarter not month of October.

  1. Guest

    Joined: Dec 1969


    Check your facts

    Terrible reporting -- read the facts elsewhere -- your headline is wrong and spreading quickly around the net and it is making you guys look really sloppy

  1. Peter Bonte

    Joined: Dec 1969


    Let me see if i get this

    The initial prediction is 23 million iPod shipments for the december quarter with "October - 12 percent, November - 24 percent, and December - 64 percent". The prediction is now raised up to 25 million for the quarter based on the current October sales.

    Me think it will be more if Apple can deliver the goods on time, much more.

  1. chadpengar

    Joined: Dec 1969



    can't read, can't write

  1. Constable Odo

    Joined: Dec 1969


    Let's face it...

    Apple will be rolling in the dough for the holidays. As an Apple shareholder I'm rather elated. Look for the stock to go over $200 by the end of the year. I hope the iPod touch is selling well and I'm patiently waiting for the 32 GB model to be announced.

  1. sachxn

    Joined: Dec 1969


    iPod vs Zune

    these figures are fine but while comming to these figures have you considered the fact that a better zune is out these which is topping the sales chart of Amazon.


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