Apple 2005 Annual Report Download - page 34

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Fiscal Year 2005 versus 2004
During 2005, net sales increased 68% or $5.7 billion from 2004. Several factors contributed favorably to net sales during 2005:
•
Net sales of iPods rose $3.2 billion or 248% during 2005 compared to 2004. Unit sales of iPods totaled 22.5 million in 2005, which
represents an increase of 409% from the 4.4 million iPod units sold in 2004. Strong sales of iPods during 2005 continued to be
experienced in all of the Company’s operating segments and was driven by strong demand for the iPod shuffle introduced in
January 2005, the release of an updated version of the iPod mini in February 2005, the release of the iPod nano in September 2005, and
expansion of the iPod’s distribution network . Net sales per iPod unit sold decreased 32% primarily due to the introduction of the lower
priced iPod shuffle in January 2005 and iPod mini pricing reductions in February 2005. From the introduction of the iPod in 2002
through 2005, the Company has sold approximately 28 million iPods.
•
Other music related products and services consists of sales associated with the iTunes Music Store and iPod services and accessories.
Net sales of other music related products and services increased $621 million or 223% during 2005 compared to 2004. The Company
has experienced strong growth in sales of iPod services and accessories consistent with the increase in overall iPod unit sales for 2005.
The increased sales from the iTunes Music Store is primarily due to substantial growth of net sales in the U.S. and expansion in Europe,
Canada, and Japan.
•
Total Macintosh net sales increased $1.4 billion or 27% during 2005 compared to 2004. Unit sales of Macintosh systems increased 1.2
million units or 38% during 2005 compared to 2004. The increases in Macintosh net sales and unit sales relate primarily to strong
demand for the Company’s desktop products, which was experienced in all of the Company’s operating segments. The Company
believes that the success of the iPod is having a positive impact on Macintosh net sales by introducing new customers to the Company’
s
other products. Desktop demand was stimulated in 2005 due to the new iMac G5 and the introduction of the Mac mini in January 2005.
Net sales and unit sales of desktop products increased 45% and 55%, respectively, during 2005 compared to 2004. Macintosh net sales
and unit sales also include sales of the Company’s portable products, which increased 11% and 21%, respectively, compared to 2004.
Net sales per Macintosh unit sold decreased 7% on a year-over-year basis. The decrease was the result of changes in the overall unit
mix towards relatively lower-
priced consumer products, specifically the impact of the Mac mini product, and desktop and portable price
reductions. This decrease was partially offset by an increase in the proportion of direct sales.
•
The Retail segment’s net sales grew 98% to $2.4 billion during 2005 compared to 2004. This increase is largely attributable to the
increase in total stores from 86 at the end of 2004 to 124 at the end of 2005, as well as 44% year-over-year increase in average revenue
per store. While the Company’s customers in areas where the Retail segment has opened stores may elect to purchase from the Retail
segment stores rather than the Company’s preexisting sales channels in the U.S., Canada, Japan, and the U.K., the Company believes
that a substantial portion of the Retail segment’s net sales is incremental to the Company’s total net sales. See additional comments
below related to the Retail segment under the heading “Segment Operating Performance.”
•
Net sales of peripherals and other hardware rose by 18% during 2005 compared to 2004 primarily due to an increase in net sales of
displays and other computer accessories. Net sales of other hardware include AirPort cards and base stations, Xserve RAID storage,
iSight digital video cameras, and third-party hardware products.
•
The Company’s U.S. education channel experienced year-over-year growth in both net sales and unit sales of approximately 21% for
2005. The increase in U.S. education net sales for 2005 relates
32