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Product Performance
iPhone
The following table presents iPhone net sales and unit sales information for 2015, 2014 and 2013 (dollars in millions and units in
thousands):
2015 Change 2014 Change 2013
Net sales $ 155,041 52% $ 101,991 12% $ 91,279
Percentage of total net sales 66% 56% 53%
Unit sales 231,218 37% 169,219 13% 150,257
The year-over-year growth in iPhone net sales and unit sales during 2015 primarily resulted from strong demand for iPhone 6 and 6 Plus
during 2015. Overall average selling prices (“ASPs”) for iPhone increased by 11% during 2015 compared to 2014, due primarily to the
introduction of iPhone 6 and 6 Plus in September 2014, partially offset by the effect of weakness in most foreign currencies relative to the
U.S. dollar.
The year-over-year growth in iPhone net sales and unit sales in 2014 resulted primarily from the successful introduction of new iPhones in
the latter half of calendar year 2013, the successful launch of iPhone 6 and 6 Plus beginning in September 2014, and expanded
distribution. iPhone unit sales grew in all of the Company’s operating segments, while iPhone net sales grew in all segments except Rest
of Asia Pacific. Overall ASPs for iPhone were relatively flat in 2014 compared to 2013, with growth in ASPs in the Americas segment being
offset by a decline in ASPs in the Greater China, Japan and Rest of Asia Pacific segments.
iPad
The following table presents iPad net sales and unit sales information for 2015, 2014 and 2013 (dollars in millions and units in thousands):
2015 Change 2014 Change 2013
Net sales $ 23,227 (23)% $ 30,283 (5)% $ 31,980
Percentage of total net sales 10% 17% 19%
Unit sales 54,856 (19)% 67,977 (4)% 71,033
Net sales and unit sales for iPad declined during 2015 compared to 2014. The Company believes the decline in iPad sales is due in part to
a longer repurchase cycle for iPads and some level of cannibalization from the Company’s other products. iPad ASPs declined by 5%
during 2015 compared to 2014, primarily as a result of the effect of weakness in most foreign currencies relative to the U.S. dollar and a
shift in mix to lower-priced iPads.
Net sales and unit sales for iPad declined in 2014 compared to 2013. iPad net sales and unit sales grew in the Greater China and Japan
segments but this growth was more than offset by a decline in all other segments. Overall iPad ASPs were relatively flat in 2014 compared
to 2013 with a shift in mix to higher-priced iPads being offset by the October 2013 price reduction of iPad mini™. ASPs increased in the
Japan and Rest of Asia Pacific segments but were slightly down in other segments.
Mac
The following table presents Mac net sales and unit sales information for 2015, 2014 and 2013 (dollars in millions and units in thousands):
2015 Change 2014 Change 2013
Net sales $ 25,471 6% $ 24,079 12% $ 21,483
Percentage of total net sales 11% 13% 13%
Unit sales 20,587 9% 18,906 16% 16,341
The year-over-year growth in Mac net sales and unit sales during 2015 was driven by strong demand for Mac portables. Mac ASPs
declined 3% during 2015 compared to 2014 largely due to the effect of weakness in most foreign currencies relative to the U.S. dollar.
The year-over-year growth in Mac net sales and unit sales for 2014 was primarily driven by increased sales of MacBook Air, MacBook Pro
and Mac Pro. Mac net sales and unit sales increased in all of the Company’s operating segments. Mac ASPs decreased during 2014
compared to 2013 primarily due to price reductions on certain Mac models and a shift in mix towards Mac portable systems.
Apple Inc. | 2015 Form 10-K | 25