Apple released the 15-inch MacBook Air earlier this year in a bid to increase laptop sales, but it appears that the expected effect did not occur. According to a recent report, MacBook sales could fall by up to 30% this year due to lower demand during the back-to-school season.

The rumor comes from Apple insider and TF Securities analyst Ming-Chi Kuo, who claims that the shipment predictions have been cut downward by “about 20 percent or more” this year. Total sales are predicted to fall to roughly 17 million units in 2023 as a result of this decline.

MacBook sales during the holiday season will also be impacted

According to Kuo, a number of factors contributed to the drop in the sales, including decreased demand for work-from-home arrangements and waning consumer interest in Apple Silicon and mini-LED technologies. Apple, on the other hand, is said to have high hopes for the M3 CPU, which is expected to enhance MacBook volumes next year. According to Kuo, Apple may need to “clear inventory” with significant discounts before developing fresh product and marketing initiatives for 2024.

Kuo also stated that the average cost of key components in MacBooks is “significantly higher” than the cost of key components in Windows laptops in general. This has an influence on the profitability of MacBook suppliers, and the increased costs are passed on to customers.

Given the fall in sales this year, 2024 must be a critical year for Apple to make up for 2023’s poor performance. Next year, the business is slated to release many new models, including 13- and 15-inch MacBook Air models, as well as 14- and 16-inch MacBook Pros. While the initial two are expected to use the M3 processor, the latter two are said to give an option between the more powerful M3 Pro and M3 Max CPUs.

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