In recent years, most attention has been focused on the
eye-popping numbers associated with the iPhone and iPad lines,
which sold 150 million and 71 million units, respectively, in
Apple’s 2013 fiscal year.
Compared to those stratospheric sales volumes, the Mac division
appears downright anemic, selling a total of only 16.3 million
units in the company’s 2013 fiscal year, the last full year to be
reported. Macs similarly represent only a tiny percentage of the
global PC market, with less than 6 percent of the 300 million PCs
sold last year having an Apple logo on them.
But those numbers are deceiving. Macs are still enormously
profitable, and their high average selling price makes this
division a formidable cash cow. In addition, Apple’s product
planners have shrewdly targeted the most important segment of the
market, the only segment that’s growing and the one that is by far
the most profitable.
Focus on quality, and the sort of customers who are willing to pay for it. That’s what Apple does with all its products.