In the 2018 financial year, Apple sold 218 million iPhones, the same as in 2017; it also sold 44 million iPads, again the same as the previous year: Leading and Managing Case Study, UU, Ireland

In the 2018 financial year, Apple sold 218 million iPhones, the same as in 2017; it also sold 44 million iPads, again the same as the previous year. It received revenue of $167 billion and $19 billion respectively from these two products, together accounting for 70 percent of total sales. While unit sales of iPhones were stable, the company’s strategy of raising prices for its best products seemed to be working, such was the loyalty of many customers.

In the intensely competitive market for computer electronics, Apple had had a good year – though in the management commentary with the financial results, it cautioned investors about the difficulties it would face in maintaining this level of revenue. The company began in 1976, designing and making personal computers. At the time these were a novelty: most computers then wore ‘mainframe’ machines, operated by companies and public bodies.

By 2013 the company’s product range included the iPod digital music player, iPhone, MacBook (2008), and (Fad tablet (2010). The iPhone’s success was especially significant as it showed the ability of a computer maker to succeed in the mobile phone sector. The attractive design enabled the company quickly to become the leading player in the industry, helped by thousands of iPhone apps available through the Apple Store – which competitors could not match.