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Not surprising honestly. New iphones start at like $800 before tax now and only incrementally improve on the previous couple of models. Inflation is also high for housing along with a lot of other consumer goods, and my gas company just doubled the rate for January. I bet this is already priced in.


Still looks good for Apple.

- 18.3% Drop in the holiday quarter for the sector, but 14.9% drop for Apple.

- 11.3% YoY drop for the sector, only a 4.0% drop for Apple.

I wouldn't be surprised if in the end Apple will have gained marketshare as a result.


Large drop in their biggest sector is a reason for layoffs when they’ve historically never done it.


Who would Apple lay off? They don’t hire people for the sake of keeping people around. Apple teams are lean, and manager count is held to the minimum necessary.




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