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Report: Apple computer sales could slow for holidays

updated 09:40 pm EDT, Thu October 2, 2008

Apple holiday sales

A report by market research company ChangeWave suggests that Apple could be facing hard times for computer sales through the holidays. The company performance for the past quarter has been good, with 23 percent of survey respondents who purchased a computer in the past 90 saying they bought a Mac notebook, and 17 percent a desktop. The report expects Apple to meet its projected numbers for sales between July 1 and September 30th.

The basis for future concern involves the consumer electronics segment as a whole, with consumers spooked by the dire economic situation. Out of the surveyed group that anticipated buying a computer in the next 90 days, only 29 percent claimed it would be an Apple notebook, and 26 percent a Mac desktop. Those percentages represent a 5 and 4 point drop since August, the weakest numbers ChangeWave has seen this year for the company and the biggest drop in 2.5 years.

Apple isn't the only company facing potential hardship this holiday season, the survey that asked people if they expected to spend more or less money on consumer electronics over the next three months showed bad news for everybody. Only 14 percent answered that they would spend more, a huge drop compared to previous years with 26 percent in 2007 and 33 percent in 2006. 40 percent said they will spend less money, compared to 31 percent in 2007 and 28 percent in 2006.

The extent that consumers will be adopting more frugal spending habits on electronics for the holidays represents the weakest 90 day outlook of any ChangeWave survey. Many electronics companies have had their stock status and sales expectations reduced by research firms, leading to a battering of stock prices in the recent weeks. Apple stock reached a 52 week low this week following the downgrades.

Apple's saving grace might be the iPhone; a survey of consumers that expect to buy a smartphone in the next 3 months showed that 34 percent expect it to be Apple's device. That demand is the highest in the smartphone industry, according to ChangeWave.

by MacNN Staff




  1. horvatic

    Joined: Dec 1969


    This is old news!

    They already talked about this. I don't believe Apple will be effected as hard as they think. And I don't believe the stock price should be as low as it is now. Try $200.00 a share or more as Apple is better positioned for the holidays than any company out there period!!!!

  1. testudo

    Joined: Dec 1969


    Re: this is old news

    Man, it is amazing how so many people think Apple's stock is so undervalued, and yet it stays undervalued. You'd think with the talk from some unknown poster to a Mac web site stating that the price should be $200 would drive the stock higher. And yet it is down another $9 today.

  1. Constable Odo

    Joined: Dec 1969


    What is the true value...

    of a stock. As a long investor, I would always cry that the stock is undervalued, but the new investor would cry that the stock is overvalued. It's just a matter of perspective. I'm not sure what the stock is really worth. Down from $200 to about $100 in less than a year seems irrational even though Apple has managed to increase market share in desktops, laptops and iPhones and still manage to hold fat market share with iPods. All those new global carriers and retail stores and App Store programs must count for nothing in terms of real revenue the way WS sees it.

    I'm at a loss apart from knowing that the world economy has hurt Apple sales to some degree. Just not a great a degree to halve Apple's one-time value of $200. But it has also happened to Google and RIM, so WS is treating every tech company the same.

  1. Eldernorm

    Joined: Dec 1969


    Yes... but NO.

    A new article says that LCD tvs and other convergance gagets will still sell very well as that is what people want. PERIOD.

    HMMM , Apple sounds like it fits that bill. Apple computers are COOL. And add iPod, iPhone, Apple TV, and you have just what that article says. Digital, LCD, cool and interactive. OH yea, and you still can run windows (if you really have to) and its all simple and just works.

    Sounds like Apple will end up having a KILLER year this year and even going into next year.

    Just a thought.

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